Building the Unique Organization Value Proposition

Abstract

Abstract The key issue facing companies today is how to add more customer value in the face of product commoditization, increased service levels, faster innovation, and diminishing brand loyalty. We argue in this chapter that the marketing community is not responding sufficiently to the challenge: many of our brand and marketing tools are dated, worse still, they focus on creating brand values not customer value. Before marketing management can return to their place at the heart of value-adding activities, they will need to work much more closely with business process owners and acknowledge the need for creating value across the organization, rather than just through products and brands. We offer a methodology that enables marketing to reinvent itself as the architect for branding the customer value proposition at an organizational level.

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