Sometimes in positioning (of a brand) the most foundational basics of business require a decision, a choice, a stake in the ground.

Last week I was talking with our client and friend, Mike Landman, about the foundational basics of focus and standing for something in the marketplace. He told me about a book called "The Discipline of Market Leaders", which lays out three basic categories to be known for, of which you must choose one, Operational Excellence, Customer Intimacy, or Product Leadership.

Of-course you have to be good enough in all three, but in order to dominate the market it comes down to a decision. A choice between incredible speed with a flawless delivery, empathetic and sincere relationships with your customers, or obsessive and unmatched inventions.

It is such a basic decision, but it is the foundation of a brand. Without that simple choice leadership can waffle back in forth on what they really are. If you are starting the branding process, start with this question: Am I going to dominate operational excellence, customer intimacy, or product leadership? From there you can start to fanatically champion the makings of a charismatic and powerful brand.

Curious, Which current brands come to mind for the three categories?

Operational Excellence

Customer Intimacy

Product Leadership

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