How brand marketers can be more successful.
Increasing your value to people requires insight to be out ahead of the customer’s stated needs and connecting with their unspoken aspirations and dreams. This is what people really care about. The products / brands that best represent these higher ideals are usually the ones that reshape categories, change people’s behavior and lead markets.
If you’re discounting your prices, you’re not leading anything
Only market leaders command premium pricing. There can only be one leader. Everyone else sells on functions and price. And in an over-crowded marketplace, where there is abundant choice, any price is too high. You can’t grow your value discounting your prices. Nor can you increase your prices without providing the equivalent or greater “use value” people are dreaming of and waiting for.
Moving up the value chain implies more than a fair exchange
It’s no longer enough to meet customer quality expectations. Today, everything is good. Good = the same! To thrive, enlightened business leaders will focus less on urgent transactions and more on creating scintillating, dramatic, unique, relevant and transformative experiences. Experiences people love. This will always involve innovating new crazy ideas that provide far more “use value” than customers pay in cash value. This is the over-looked source code to customer advocacy.
From our friends at Branding Strategy Insider.