Gain a clear perspective of the environmental, competitive and potentially disruptive variables surrounding your business.
By understanding market variables beyond your control, brand messages and value propositions will work with them; instead of against them.
A detailed analysis of your market and competitors will identify attributes making your brand unique; thus enabling brand-centric marketing campaigns.
Tracking and analyzing your sales data is a valuable practice. Including industry and competitor data then adds context to the story of how you are performing.
Keeping an eye on market and consumer shifts will allow your brand to remain mobile and agile; using foresight rather than hindsight to guide decisions.