Is Corporate Brand the Last Source of Unfair Advantage?

By Shane Davies

It was either Robert Kapferer or Leslie de Chernatony who said “Brand is the last remaining source of competitive advantage.” and it’s so true. Whichever one said it, brand is becoming ever more relevant as our choice of products and services - particularly in business markets - becomes more complex.

Branding now is less about features and benefits and more about things like relationships, support and reliability, a recognised culture of innovation, and speed of services - the intangibles that make up more than half of our service or product delivery and that make the difference between winning and coming second, or third, or even fourth. At it’s best as a valuable asset it provides us with the ultimate shortcut to a buying decision for us all. Read more...

TOPICS Branding

Shane Davies

Shane Davies

Shane Davies is a digital marketing strategy expert. He helps B2B companies win the work they should be winning. He lives in Cottesloe, Western Australia with his wife and two daughters. You can follow him on or LinkedIn or

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