Devoted to branding and building and protecting brands

Can a brand that was once synonymous with its category make a comeback?  This one is worth watching closely.  EBay’s value proposition is melting away.  It’s lost sight of the benefit that its customers placed the most value upon.  Those customers are no longer confident that they’re paying the right price for the stuff they’re bidding for online.  This is life-threatening to an auction site.  Never confuse your sales pitch with your value prop.  The latter is the heart of your business.  You can’t survive – let alone prosper – without a relevant one.   To establish a compelling value proposition, you must know which product (or service) benefit is most valued by your customer then price your wares accordingly.  Finally, you must make the cost of adopting your product as low as you possibly can.  There must be no hidden costs of any kind.