It’s important to keep an eye on how you’re actually perceived. We fib to ourselves about ourselves. And about the competition.

We’re great. They’re not great. That kind of thing.

New entrants can take us by surprise. Existing competitors can up their game and destabilise us. Attack us. Weaken us. We can be actively repositioned, as we may strategically try to do to others.

So, whilst not surrendering the owned brand position, thinking about how to best communicate and add resonance and power to our comms is something we should clearly be reviewing regularly. And as I say, honesty is key.

Internal Pride will kill you if you are not in tune with the Lived Reality of what people out there really think of you.

‘Best check.

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