opportunity 96 of 150 Differentiation is a key to effective marketing and maximising return on investment. Strategic competitive advantage (SCA) is the key to differentiation, and the foundation upon which a great brand can be built.   Some businesses are fortunate enough to have a clear strategic competitive advantage as a result of their expertise, […]

opportunity 96 of 150 Differentiation is a key to effective marketing and maximising return on investment. Strategic competitive advantage (SCA) is the key to differentiation, and the foundation upon which a great brand can be built.   Some businesses are fortunate enough to have a clear strategic competitive advantage as a result of their expertise, location, timing (first to market), low cost resources, culture or other factors relevant to delivering a point of difference that addresses the needs and wants of their primary target market.   Most businesses are less fortunate, in that they are only able to identify a ‘potential strategic competitive advantage’ and a ‘potential point of difference’. That is, they are able to identify core expertise and capabilities that may be developed into a clear strategic competitive advantage that does not fully exist yet.   Similarly, based on a less than complete or deliverable strategic competitive advantage,…