AdAge has a great article on use of flanking in business strategy. Using an example from the automotive world, it describes how a business may out maneuver its competition in order to gain a greater share of the market. It’s a good read for anyone in branding.
In the relatively homogeneous market of law firms, it’s hard to find an ability to outflank your competitors. The primary reason: law firms are not agile. Technology, particularly the Web, offers any number of tools to turn on a dime and create value. Market pressures will force firms into action in the near future.
Marketing and technology managers, take note. Will you lead your firm and outflank the competition? Is blogging the answer?
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