Winners and losers (part 3)

The last few posts have been about my observations on his tough it is in today’s market if your brand is neither premium or budget. The question I haven’t answered is what do you do if your brand is stuck in the middle? For me, the answer is that you need to be a decent all rounder and then try and be famous for something (try and make it unique to you if you can!) and then take advantage of this competitive edge. Reading that last sentence back to myself I’ve made it sound quite easy but I can promise you that it isn’t!