It is difficult, if not impossible, to create a clear, compelling position for your brand without understanding what your competition is up to. When the market perceives that there are acceptable substitutes for your product or service, it drives your offering toward commoditization. Acceptable substitutes translate to a loss of power in the market.

Understanding your competition—and their position or lack of position—uncovers opportunities to fortify your own position. It allows you to speak more powerfully about issues your customers and potential customers care about. Understanding the competition often uncovers opportunities for new products or services, as well as clear and compelling arguments against commoditization.

Unfortunately, there is a powerful human need to conform. That’s why so many companies in any given industry look and sound exactly the same. The Competitive Audit helps you identify those common traits, allowing you to claim a position that is a distinct and better alternative.

Our clients are inevitably surprised by the results of a Competitive Audit; there are always a few aha! moments. Our audit will help you understand your competition in new ways: by product, region, positioning, vertical market, price, and any other criteria. It only takes a few weeks to have in your hands actionable information for product and service innovation, marketing communications or sales tactics.