ADDING VALUE TO YOUR POSITIONING
Everyone appreciates value, even though what one person values may not be exactly the same as what another person does. Trouble is, these days it is harder than ever to "out-value" the competition because most of our competitors are, like us, pretty darn good values. And yet, what most of us brand-builders get charged to do, first and foremost, is to get our Target Consumers and Customers to prefer our Brand - as an overall better value - despite our higher price. This week we step back in time to see what we can learn from some early value tactics.
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The DISPATCHESTM for July 21, 2014 can be found here:
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