The Missing Dimension in Brand Results

http://www.linkedin.com/today/post/article/20140220150322-114368855-the-lost-dimension-in-brand-success
The Missing Dimension in Brand Results
With so many various definitions out there in brand land, it’s little wonder marketers tend to forget the dynamic aspects of relationship building with customers and consumers is not about branding at all - but shared values.

The idea of value you bring to the marketplace must be genuinely based in the more good of the community served, not in greater profit margins for your enterprise. By the way, when an enterprise serves its community in this way, they command premium pricing from customers who are more than happy to pay.

When the idea of value is shared, vibrant communities will grow and flourish around it. If you’re just selling something, you’ll be playing a amounts game and all you will produce is a halfway house of transient customers coming and going in a place where need and low price intersect.

It’s high time for marketers to stop branding and start contributing more and greater value to people. Doing real good is good business. The key to real customer connection, engagement, and devotion lies in providing more use value to them than you take in cash value from them.