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Tilt: Shifting Your Strategy from Products to Customers by Niraj Dawar

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6. Scoping Out the Playing Field

FedEx encapsulates its value proposition in the tagline “Relax, it’s FedEx” or, more recently, “The World on Time.” Tide laundry detergent “washes whitest” and has more recently been the “clean you can trust,” and Volvo is closely associated in consumers’ minds with safety. Any brand is a classic downstream competitive advantage because it is a platform for transactions between the buyer and the seller, it resides in the marketplace, and it reduces customers’ costs and risks. With a successful brand in place, the seller has a clear value proposition that both appeals to customers and is distinct from the value propositions of competitors. It is no accident that the brands’ positioning and their tag lines are ...

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