Most companies, especially small to mid-size ones, will tell you that carving out a unique position in the marketplace is their biggest challenge. But what if you flipped that on its head? Instead of working so hard on positioning your own brand, you reposition all of the competition. It’s been done successfully many times, and always on a David vs. Goliath setting — VW, Apple and on and on. How can your marketing paint the competition as one large, homogeneous group — a group to which your company, product or service is the antidote?
