Brand Relevance

There are two ways to compete in existing markets – gaining brand preference or making competitors irrelevant. Winning involves making sure the customer prefers your brand. This means the brand has to be more visible, credible and attractive in your space than other brands. The goal of brand relevance is not just to compete with competitors but to make them irrelevant because alternative brands lack visibility or credibility. The result can be a market in which there is no competition at all for an extended time or one in which the competition is reduced or weakened, the ticket to ongoing success.