Too often, competitive analysis devolves into a mind-numbing exercise of feature and "me too" statement comparisons. But archetypes offer a unique framework with which to view your competitors and position against them.
A "house of brands" is a company with multiple brands in the same product category (e.g., GM, P&G, Newell-Rubbermaid, etc.). The best brand houses differentiate their brands and drive efficient marketing campaigns by applying archetypes. Here's a closer look at how Dorel Sports/Cycle Sports Group does it with three iconic bike brands.
Technology cycles are turning faster than ever, and in a slower-expanding economy that challenges organic sales, leaders have turned to mergers & acquisitions to drive growth. So, what is it – beyond the technology – that makes a company enduringly different, able to out-compete and adapt to change?