value

Using Values: Connecting Deeply with Customers

by: John Caddell

(This is another in a series of posts about gathering & using customer stories via social media. Prior posts are listed at the bottom of this post.)

Last post I talked about using emergent constructs to determine customer values related to a company’s product or service. Values are things customers find value in, don’t find value in, or find negative value in (that is, they buy & use in spite of a characteristic).

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Branding 'Manhattan Project' Revealed

by: Jonathan Salem Baskin

The branding community has launched a massive, collaborative project intended to utterly rewrite the principles and re-purpose the tools of brand marketing.

Download the announcement.

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Another Kind of Value Proposition

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Car Companies as Mutual Funds

by: Jonathan Salem Baskin

I had a chance to present to members of the Luxury Marketing Council of Southern California a few weeks ago, and they challenged my thinking -- and got me thinking -- about how to apply a brand is behavior approach to selling autos coming out of Detroit.

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The Future vs The Past of Entertainment

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Possibilities, Not Necessities

by: Jonathan Salem Baskin

I just finished walking through the exhibits at the 2009 Consumer Electronics Show in Las Vegas, and my shopping list is blank.

I don't need anything that I saw. 

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Will It Scale?

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Holidays 2008: Price Cuts Eroded Value

by: Jonathan Salem Baskin

Frugality is a tough lifestyle choice to monetize.

Of course, people still needed to buy stuff to give to one another in celebration of the holiday of their choice. Products and services were still required to support the ongoing habits of eating, traveling, entertaining, etc. Consumers still consumed.

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Perceived Value

by: Jonathan Salem Baskin

I'm driving myself nuts with semantics this morning, trying to reconcile the ideas of perception and value.

Perception is a subjective experience in which individuals use their senses to literally grab understanding (percipere). Value is the assessment of cost/benefit, or a ranking among things that has been somehow established (valere).

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The Cartoon Wears Prada

by: Jonathan Salem Baskin

Fashion house Prada is breaking new ground with multi-media creative content.

Its latest effort is a CGI short called "Trembled Blossom," in which a neutered cartoon  character strolls through an antiseptic forest to acquire a gender (high heels and a dress) and a handbag (a cloven character transforms a fish to make it).

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