« Apple's recession-priced iPhone: more evidence that American business needs more CEOs like Jobs | Main | NetApp's Levinson knows marketing. And she's the CIO. »

Jun11
The best value propositions: Apple, Toyota, Disney. The worst? Too many to list.
Saw a great sign around the neck of a San Francisco panhandler the other day:  “I need spare change I can believe in.”

Too bad the presidential candidates won’t see it.  Although San Francisco is natural habitat for Sen. Obama.  Still, there’s a slim-to-none chance that the old boy will be exposed to this streetside socio-political commentary.

So what does all this have to do with marketing and branding? Everything.   Change is, indeed, all around us.  Your brand will wither and die if you don’t change in step with the technology that’s accelerating all the changes.  In the era of Mad Men, it was a monologue.  Sponsors did the talking through a one-way channel.  And there were only three (NBC, CBS and ABC).  Today?  Hundreds of channels, yes.  But no live drama written by people such as Rod Serling, Neil Simon and Paddy Chayefsky.  However – the customer talks back to you.  Dishes dirt about you to other customers.  Trashes your ratings online.   It’s as important as ever to give customers benefits.  The change today: you better be sure the benefit your selling is the one that your customers value the most  and will pay the most the get.  If it isn’t, it’s not the benefit that will sell the product most profitably and sustain your business.  Next thing you know, you're panhandling.     

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« Apple's recession-priced iPhone: more evidence that American business needs more CEOs like Jobs | Main | NetApp's Levinson knows marketing. And she's the CIO. »

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