Technology is the greatest equalizer.  It allows brands to equitably compete.  It is for the most part, reasonably accessible and available to everyone.

This has created tremendous opportunities for Missional brands.  Not only in accessing broader support channels via trend technologies, but also to better position themselves by mission and/or purpose. I call this "Competing By the Size of Your Why".

The most unique advantage of a Missional brand should be its ability to clearly articulate 'why' it exist.   And utilizing technology for presenting the 'why' is proving more successful than any method before.  By this I mean using technology to demonstrate brand-purpose and mission, as opposed to simply demonstrating your ability to utilize technology for demonstration sake (...or in many cases keeping up with the brand Joneses).   I've encountered far too many leaders who are attracted to the idea of utilizing technology for the sole purpose of fulfilling a false satisfaction of participation.

So you have a Facebook page? Big deal; and so does everyone else.  Now tell me again 'why' you exist?  For most brands, accessing new technologies like social media, is nothing more than a rehearsal for filling a void.  It is time to close the technology chapter that suggests we participate solely for the sake of participation (i.e. brand peer pressure).

Utilize technology to leverage your 'why' to a broader audience.  Remember, sustainable success might even require you to reconsider the size of your 'why'.  Today's consumer is less interested in what you do, or even how you do it, because they have options for that.  And quite frankly most of the options are just as capable for delivering the same products and/or services as your brand.   What they are interested in is the size of your organizational 'why'. 

So where do you begin?

1. Begin every marketing conversation by articulating your 'why' (...save your 'how' and 'what' for later).
2. Demonstrate your 'why' by telling success stories (over and over again).
3. Embrace like-minded brands. In other words, keep good company with those brands who can embrace your 'why'.
4. Ignore the competition and replace the urge to compete with an ability to resist anything other than that which flows from your 'why'.  

In the end, your only real competitor is you.