How Two Fitness Brands Nailed Their Value Proposition

Posted by Carolyn Crafts on January 13, 2020

What is a customer value proposition exactly? There are lots of definitions, but our brand consultancy's managing partner, Mitch Duckler, defines value as “…the sum total of the offerings and experiences delivered to customers during their interactions with an organization, product, or brand. If well crafted, it can sharpen the way an organization works by focusing activity to serve customers profitably.”

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Topics: Brand Differentiation, Value Proposition

Brand Differentiation: 3 Tangible Reasons it Pays to Differentiate

Posted by Carolyn Crafts on November 18, 2019

When making decisions to purchase, customers choose the brand and company that gives them the value that others can't match. A brand that can show it is different from others, in a way that is relevant to customers, gains a significant competitive advantage. Unfortunately, we are frequently reminded of the lack of real differentiation in most mainstream organizations—and of the opportunities, they are thus squandering.

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Topics: Brand Differentiation, Differentiation Strategy

3 Brand Experience Campaigns to Keep Customers Coming Back for More

Posted by Mitch Duckler on November 04, 2019

The world is growing increasingly complex and fast-paced. Technological advancements enable more and more brands to get the basics right. Copying is becoming increasingly easy as the sameness of more products and services makes differentiation more difficult. In the age of the customer, brand leaders have a steep hill to climb in building their brands with distracted, empowered consumers. Fortunately, brand-inspired customer experiences can help mitigate these effects. In this new era, brand marketers must shift from a company-centric approach of managing brand as an asset to a customer-obsessed one of creating a resonant brand experience. 

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Topics: Brand Storytelling, Brand Differentiation, Brand Experience

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