A simple exercise to try for your business. Imagine that your company and your competitors were actual people. What would your company and your competitors look like? What kind of cars would they drive? What kind of clothes do they wear? What are their personalities? At first this exercise sounds pretty childish, but you will be surprised at how your company views itself and its competitors. I would even survey a small sample population to get other people’s opinions.
I did this exercise for an MBA class for jeans – Jordache, True Religion, and Levi’s. I compared the survey results with that of the companies’ current marketing campaigns. Levi’s matched people’s perceptions, Jordache was completely opposite, and True Religion was completely opposite as well.