... today most advantages don’t stay relevant andfew are sustainable. Advantages are temporary. Increasingly, a com-pany wins not with a single advantage but by layering one advantageon top of another ... world. A company needs to think through what its brand is supposed to mean. What should Sony mean, Burger King mean, Cadillac 10 Marketing Insights from A to Z Richard Branson’s Virgin brand is about ... companies don’t want to be left behind, theymust anticipate change and lead change. The ability to change fasterthan your competitors amounts to a competitive advantage.Richard D’Aveni, the author...