Devoted to branding and building and protecting brands

Damned if I’m gonna waste keystrokes and pixels recommending a bigger marketing spend for outfits trying to make payroll these days.  I will say this, though.  There’s a lot of data that says if you’re not sure which of your product’s benefits is/are most valued by your customers, you’re probably leaving money on the table.  Today that’s the equivalent of lost  hikers suffering from dehydration failing to notice the full water bottles in their backpacks.  Read more here (warning: blatant commercial).  Moral: Don't let precious profit leak through the “value gaps” in your operations:

1. Be certain of which benefit your customer values the most.  It may not be what you think it is.
2. Make sure your product’s features reflect only the above.  Anything else is superfluous and harmful to margins.
3. If your pricing strategy is based more on the cost of superfluous features and less on the value of the most prized benefit, your bottom line suffers.

Profits are always too precious to let slip away.  Today, it's life threatening to your business.