ALL ARTICLES AND INSIGHTS
Explore strategy, markets, and business perspectives.
Two Price Lists That Look Aligned May Not Be
Comparing competitor prices across Japan and Singapore can lead to misleading conclusions when tax treatment is not consistent. Although both markets require consumer-facing prices to include tax, internal brand and distributor price lists may use different pricing bases.
A Reassessment Proves Little Unless the Expected Result Was Written Down First
Repeating a brand assessment only helps if leadership knows what the second reading is meant to show. Writing down the expected movement, its timing and the benchmark's own movement turns reassessment into a test of whether an intervention worked.
Not Every Gap to the Category Leader Is Worth Closing
A verified benchmark reveals the gap to the category leader, but not every part of that gap can or should be closed. Reading the leader as a model of what the market rewards helps brands decide where to invest first, and where not to compete.
Your Global Rival Is Not Necessarily Your Local Benchmark
Executives tend to benchmark against the rival they know best. But the competitor that matters is the one shoppers choose in the market you are assessing. Why the yardstick is a market-specific decision, and what a wrong choice quietly does to your priorities.