Strategically carving out a niche you can own with a powerful value proposition makes creating a strong brand a lot, lot easier. The challenge is to identify a niche that has a distinctive set of needs, that are not being well met by existing players in the market, and that represents a large enough market segment that a more targeted brand offering can be viable. The final requirement is that the identified niche can be accessed in a cost effective manner. It has to be viable, and if it is why go head to head when you can find exciting white space?
