value

Five Strategies for Building Your Ethical Brand

by: Jennifer Rice

There’s been a lot of discussion about elevating corporate responsibility to become a strategic driver of your business. Most companies would like to benefit from their ethical efforts in the form of increased customer attraction and loyalty, yet few have figured out how to do it successfully. When marketing and PR are relied on, it can often backfire in accusations of greenwashing. The secret is to apply brand-strategy principles to build your ethical reputation.

Continue Reading

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).

Continue Reading

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.

Continue Reading

Another Kind of Value Proposition

Continue Reading

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.

Continue Reading

The Future vs The Past of Entertainment

Continue Reading

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. 

Continue Reading

Will It Scale?

Continue Reading

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.

Continue Reading

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).

Continue Reading
Subscribe to RSS - value