- Raising the Issues
- The Globalization of Marketing
- Changed Perception of Value
- Trustworthy Brand Value
- Build Trust
- The Collaborative Three-Box Model
- Creating the Metrics
- Plan to Win
- Gaining Alignment: Overcoming the Negatives
- What Can I Do Differently?
- Aligning for Action
- Brand Journalism
- Making The Collaborative Three-Box Model a Reality
Changed Perception of Value
The game-changing trends are affecting customers’ branded experiences because expectations have changed. Altered expectations change the customer’s approach to assessing the value of a brand. Marketers have been their own worst enemies by letting the idea of “value” become a substitute for “low price.” Value can happen at any price point: “That’s a great value” can apply to a Mercedes and a Kia; it can apply to a shoe from Designer Shoe Warehouse and from Saks Fifth Avenue. It applies to Aldi supermarkets and to Harrods food court. Value is in the eye of the customer, and it is learned from interaction. The trends and forces affecting brands have now affected changes to the way in which customers perceive brand value.