Hopefuls and doers should put the customer at the centre of their approach in the four brand strategy components: identity, value, perception, and awareness. Then they should build operational capabilities on top of that strategy.

• Focus on what you do best for your...

The path to differentiation depends on whether your company is a hopeful, doer, visionary, or a differentiator.

• Hopefuls need a strong brand strategy.
• Doers will benefit from a capabilities-driven strategy. First, identify you...

Operational excellence doesn’t require differentiation in all six areas. Most successful companies focus on only a few of the areas.

Operational areas:

1. Product offering. Adidas set record-high sales by focusing on its portfolio, where ot...

Competition for brand recognition is fierce. While digital-native newcomers with their tech-savvy, direct-to-consumer approaches enter with ease, the traditional retailers are struggling.

A big part of the problem is the inability to connect with customers. One PwC consumer...