The Three Hurdles of Brand Strategy

Brand strategy revolves around overcoming three key hurdles: differentiation, relevance, and sustainability. The first hurdle involves ensuring that the brand is truly differentiated, standing out from competitors. The second hurdle is determining the relevance of the differentiation to the target audience, as being differentiated but irrelevant offers limited value. Finally, the third hurdle focuses on sustainability, assessing whether the brand can maintain its unique position in the long term. These three factors - differentiation, relevance, and sustainability - are crucial in building a successful brand strategy.