Deep pocketed incumbents will by definition appear more institutionalised and established. Therefore your branding strategy is more likely to succeed if you appear to adopt a radical approach which challenges the establishment. Clients of established providers will also be used to high standards: don’t spread your limited budget thin – instead focus on one core feature which is essential, but do it in an uncompromising, razor-sharp way which actually outperforms the incumbents’ offerings, for instance where they might suffer from inertia or tech debt.
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