Beyond a USP: The Secrets to Competitive Advantage
So, the more innovations you can introduce in these areas, the greater your competitive advantage will be.
In their article, “How to Brand Sand,” Sam Hill, Jack McGrath and Sandeep Dayal identified six generic activities that help create competitive advantage.
1. Quality control: value from product consistency;
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
