This is a presentation showing older materials from Lars Finskud and Vanguard Strategy.

1. Vanguard Strategy 1
Vanguard’s ‘Competing for Choice’ approach
Vanguard, Vanguard Strategy, Vanguard Intelligence, Vanguard Brand Management, and Competing for Choice are all registered trademarks of Vanguard Brand Management Ltd.
● Every manager knows that robust strategy plays a crucial role in any enterprise.
Yet for all the volumes that have been written on the subject, two things remain
true. Strategy is complex, and many companies still get it wrong.
● Vanguard’s view is that a single purpose underlies all business strategy:
competing for choice. Businesses compete for the choice of customers or
consumers. Not only that, they also compete for the choice of other key
stakeholders, including employees, partners, and investors.
● Brands play a pivotal role in this process: they are the vehicles, or focal points, that
businesses use in competing for choice. The proposition, qualities, image, and
values that businesses provide and embed in their brands are the basis for
earning the choice of customers and stakeholders.
● But to compete for choice isn’t easy. Today’s rapidly changing world of industry
deregulation, growing competitive intensity, newly empowered consumers, and
multiple stakeholders means that management must make choices about how to
earn the choice of all stakeholders under conditions that are complex and
dynamic. Despite this, companies frequently make important strategic decisions
on the basis of intuition rather than solid fact. A deep understanding of the
dynamics of business and brand choice would help them to make much more
robust strategic decisions.
● The Competing for Choice approach has been developed through years of
research and practice. It has been tried, tested, and refined through work with
many different industries and brands. It shows senior managers how to rethink
strategy and allocate their investments more effectively – and radically improve
business performance as a result.
● Contents:
– Competing for choice
– Uncovering hidden potential for growth
– Balancing stakeholder choice for sustainable performance
– Understanding performance dynamics for robust strategy development
– Building brand competencies for competitive advantage
VolaPress, ISBN: 09545328 13, www.volapress.com

2. Vanguard Strategy 2Marketing, October 2005
Vanguard’s approach ranked in top 10 for marketing strategy

3. Vanguard Strategy 3
Vanguard’s functional expertise delivers impact across industries
Times supplement, Business excellence, 18 December 2007

4. Vanguard Strategy 4
Recognition of our work
Source: Coca-Cola