"What does it take to be different these days? To a big business like a bank, airline, or phone company, why does it matter? Why might they worry about patrons who’d rather “switch than fight”?
“Competitive advantage” means a lot in industries where reputation and service are key. People don’t often compare restaurants on price alone. But they’ll switch banks in a heartbeat.
The ski industry has enjoyed the ability to compete on distinctness. Over the years Aspen has defined itself as a premier ski resort, a year-round resort, a lifestyle spot, a nightlife spot, a second-home mecca and semi-retirement spot. Who can forget the campaign defining the place as “uncrowded by design?” That worked particularly well when it was uncrowded for every other reason but design..."
(Dave Danforth)
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