November 20, 2003

On Positioning and Incumbent Brands

Positioning is not something that only the new players and challengers in the market need to continuously work if they want to differentiate. For example let's look at FedEx:
- FedEx first launched its service against the postal service with an emphasis on overnight delivery.
- When other players entered the market offering the same service, it changed its focus to speed and dependability.
- With the introduction of innovate tools such as fax and email offering quicker and less expensive 'delivery', FedEx again changed its discourse to the advantages of security and confidentiality.

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