unleash a marketing superpower – value.

Mindset Customer Value proposition. Competitive advantage. Pricing.   One summer’s day not so long ago, I visited a Harvey Norman store to look at and hopefully buy a new fridge. It took me only a handful of minutes to identify the fridge I wanted to purchase. It was not on special, but it had the features and characteristics I wanted at what I thought to be a good price. Despite this, I purchased the fridge from another retailer. I went to another retailer for two reasons. Firstly, the Harvey Norman sales representative insisted that I provide my mobile phone number, which I refused to supply; nobody at Harvey Norman could tell me the time of day that the delivery truck would arrive the next day. At the other retailer, my phone number was not requested, and a delivery time was provided. Harvey Norman may not consider me their target market,…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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