diagram of the multi-attribute model.
This is the multi-attribute model, and it looks at topics of both parity and differentiation between your brand and a competitor, in light of customer need. It supports the truth that successful brands commit to the following things: they build clear and compelling identity, they market effectively and constantly, and they operate in accordance with the fundamental lean principles of “build, measure, learn.” The brands that don’t operate this way or incorporate this thinking fall subject to commoditization and will be forced to offer the lowest price just to survive; simply because price becomes the only area where they can compete. We want to help you understand the model, so here's what you need to know: the top-left ring is your brand, the top-right ring is your competitor, and the bottom ring is your customer. Each dot represents a product feature or offer.
Here's what each number represents:
1. You offer something your customer wants, but your competitor offers it too. Lowest price wins here.
2. Both you and your competitor offer something, but your customer doesn't want it. Why are resources being wasted here?
3. You offer something your competitor doesn't and your customer wants it. This is a competitive advantage.
4. Your competitor offers something you don't and your customer wants it. This is a competitive disadvantage.
5. Our customer doesn't want these things we offer, but could learn to want them if we communicated their unique value (marketing) from a place of earned influence and trust (brand).
6. Our customer doesn't want these things our competitor offers, but could learn to want them if they were marketed effectively and they trusted the brand.
7. These are unmet customer needs, and our greatest area of opportunity. Our brand will prove our empathy if we listen and respond to the needs that live here.
8. This is how we win, by increasing our competitive advantage to a point where our competitor can't keep up. How do we win? First: you must build a compelling brand identity. Second: you must market your brand constantly and effectively. And third: you must think lean.