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Current Versus Aspirational Points of Parity and Points of Difference

When we begin to develop points of parity and points of difference in Chapter 4, one thing to keep in mind is that you may develop points that the brand currently owns today and points that you hope to be able to achieve in the future. Brands shouldn't feel like they can only define themselves by what they are today.

By choosing points of parity and points of difference that describe who you are today and who you want to be down the road, you'll ensure the brand is not only well positioned today, but also has room for future growth.

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