This expert perspective on brand strategy provides techniques for using branding to build a sustainable advantage over competitors. Maintaining a wide conception of business competition requires that intrepid business leaders consider how to attract and sustain relationships with consumers, employees, partners, and investors, all of whom must choose between competing companies. These straightforward strategies simplify the often complex choices businesses must make about branding, suggest ways to allocate investments more effectively, and enable businesses that provide goods or services to make educated choices about this key element of corporate strategy.