... stay relevant and few are sustainable. Advantages are temporary. Increasingly, a com-pany wins not with a single advantage but by layering one advantageon top of another over time. The Japanese ... that a company wins by build-ing a relevant and sustainable competitive advantage.17Having a competitive advantage is like having a gun in a knife fight.This is true, but today most advantages ... brand personalitytriggers such associations as hardworking, resilient, tough, bold, and determined. So Caterpillar has been able to launch Cat jeans,sandals, sunglasses, watches, and toys, all...