![]() ![]() ![]() The market was already saturated with low price retailers. Walmart failed in Germany because “Lower Prices Everyday” didn’t work. Nothing is more perilous to an organisation’s health than when its brand fails to live up to its promise. A successful brand wins in the marketplace because, beyond the slogan, it delivers Better Results And No Disappointment. Starbucks: “To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time”Ī promise that’s not fulfilled isn’t much of a promise.Nike: “To bring inspiration and innovation to every athlete in the world”.Coors Light: “The World’s Most Refreshing Beer”. ![]() The “promise” implicit in the brand can be seen in these examples. Your brand enables customers, suppliers, employees and other stakeholders to understand what the company does and, above all else, what makes it stand out from the crowd. Your brand is your story it’s who you are it’s your identity (captured in a brand symbol) it’s the broad promise you make to those who buy – or are thinking about buying – your product or service. It’s easy to confuse value proposition with brand. The further you move away from selling a commodity, the more the second kind of offering comes into play: creating value. There are two forms of value proposition.
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