The Peruvian clothing manufacturer Tela offers products which are of higher quality, more sustainable and less expensive than the competitive environment. But which of these messages communicates the best competitive advantage?
Three experienced brand experts – one of them being Armin Schlamp, Managing Partner at Blackeight – evaluate this case of the Harvard Business Manager. In his comment Armin Schlamp points out why a brand should be strategically positioned first before defining exact messages for target groups.
In this article you can read why the first step should always be the internal evaluation of the own vision and objectives. (the article is only available in German and must be purchased)