Keep Your Enemies Close

And by enemies, I mean your competition! In thinking through consumer behavior, it is very easy to fixate on your own brand. You create surveys, read through online reviews, gather data, analyze and synthesize it, and come to conclusions. Make no mistake, that information is critical. But there is another vital step you must take to be an effective marketer. That step is to get as much information as you can about your competition.

Having data about your competition will allow you to see where you stack in the consumer's mind against other brands. It will give you insight to see specific areas of improvement and help you identify positive differentiators. In turn, you’ll be able to make your next move. Checkmate!