“The old model – the ‘three Cs’ of customer, company and competition – remains the acid test of positioning… I want a position that will be what my target customer wants, and which my company can deliver better or differently or more distinctively than my competitors. It’s not that the three Cs dispel the need for brand purpose but they do provide a stern, rigorous test of whether purpose provides the strategic muster to get the branding job done.”

Professor Mark Ritson, via Marketing Week