When I’m thinking about the statement ”It is not so much about what offerings you have but instead about what your offerings do” I find it interesting what a strong brand can do with a consumer offering. Consider two similar phones (design and functionality wise). An iPhone is probably “doing” very differently in the hand of a customer compared to a phone coming from a weaker brand. As a result, for these two companies the value creation process at the customer is different and that must also lead to different marketing strategies.
Admiritus | Interimschef
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