According to Treacy and Wiersma, a Brand U company competes on one of three value disciplines, specifically on operational value, product leadership, or customer intimacy. Operationally excellent companies offer middle-of-the-market products at a competitive price with the least convenience.
Product-leader companies offer products that push performance boundaries while customer-intimate companies deliver products and services that satisfy specific customer needs. While a Brand U company or Brand U individual may perform well in all areas, it often helps to develop a core competence in one area.