4 Ways to Block Brand Competition
In this Inc. article, David Aaker suggests that competing on brand superiority is an expensive, time consuming proposition. He suggests that knocking out the competition through innovation is a more achievable, profitable strategy. http://www.inc.com/guides/201102/how-to-attain-successful-brand-relevance-competition.html
“You can almost never change the competitive landscape by engaging in, ‘My brand is better than your brand.’ The only way you get to really change things, to get sales growth and profitability is to create a subcategory or category.”