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Core Competence
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Brands have always been based on peculiar, even idiosyncratic competencies and increasingly a futuristic view of competition suggests that the basis of competitive advantage in the future will be core competencies i.e. people-embodied skill-sets that have been institutionalized (e.g. competence in engines for Honda). Developing a core competence architecture essentially helps us under-pin our positioning strategy with tangible skill-sets and helps us take a more dynamic view of positioning by asking the positioning questions with the future in mind:

How are consumer needs likely to evolve?
What do we know about competitor intentions?
What are our core competencies?

This output will also obviously identify core competencies and alliances that we may need to acquire in order to compete successfully in the future.

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