The phrase denotes elements that are considered mandatory for a brand to be taken seriously within a specific industry or market. These attributes effectively neutralize areas where competitors might otherwise hold a perceived advantage. For instance, a modern coffee shop, regardless of its unique selling propositions, generally needs to offer Wi-Fi and accept card payments to meet basic customer expectations.
Identifying and achieving these baseline standards is crucial for market entry and sustained competitiveness. Failure to meet these essential criteria can result in immediate consumer dismissal, regardless of other innovations or brand strengths. Understanding their historical evolution within a sector provides valuable context for anticipating future necessities and maintaining relevance.
