thefunnel

A while ago I got involved in doing some brand research around customer intimacy. The company I was doing this for had selected this as their strategy (out of three possible ones according to some marketing gurus: customer intimacy, product leadership and operational excellence) and wanted to know how they were doing. The attached document briefly discusses the methodology. In the end, companies can call their strategies whatever they want, but if the brand attributes doesn’t resonate with their customers or a chosen strategy isn’t economically viable something have to change.    Brand Value Drivers in B-2-B