In Search of White Space: The Role of the Competition in Branding
In this solo episode, Josh Dougherty explores the concept of white space: the uncontested market position that lets a brand sell from strength instead of competing on price. Drawing on recent competitive analysis work, Josh explains why fitting in with your category is riskier than it looks, walks through a five-step process for running a competitive audit that reveals real gaps, and shares how to claim the white space you find without losing sight of who you are as an organization.
What you'll learn about in this episode:
What white space is and why it's the ultimate goal of branding
Why the…
The skinny
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