Instead of thinking about staying ahead of your competitors, think of how to separate yourself from them. 

This happens at the brand strategy level. Which is less about what you do than it is about why you do it.

Why you sell trucks or soft drinks or running shoes is what will elevate you from a commodity to a brand. A brand with its own story – one that sets it apart from other companies that offer a similar product or service.

Looking for a competitive advantage? The best positioning automatically repositions the competition. And that’s a pretty good way to stay ahead of them.