The Practical CMO by Chief Outsiders

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Brand The “How” Not the “What”


The value proposition of most businesses is based on what they do well. In many cases, focusing on what the company does--the products they make or the services they offer--is neither differentiating nor compelling. Even more problematic, many value propositions do not offer clear benefits to the problems and challenges their customers face.

In this podcast, we will discuss creating value propositions on the “how” businesses create value instead of “what” they do. Codifying, packaging, and branding a company’s service components can often deliver a message which is more compelling and differentiating. And what’s more, codifying the way customers are serviced is a great way to integrate operations,
sales, and marketing.

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