Brian Creath

(Re)Discovering Relevant Value. (Part 2 in a series.)

In Advertising, Brand, Brand Relevance, Brand Strategy, Corporate Marketing, Marketing, Positioning, Strategy on September 30, 2009 at 9:42 am

magnifying-glass

Procter & Gamble, the world’s largest consumer products company, has just announced a stunning new business strategy to jump-start growth. It begins in a startling, almost counterintuitive way — with company values and sense of purpose. Invoke the heart and care about human needs, the strategy seems to say, and the money will follow.” –HarvardBusiness.org, Sept. 2009

As the world economy emerges from recession, the corporate community is seeking new strategies to compete more effectively. Among them is a groundswell to (re)consider corporate values as a vital business tool that – when identified, articulated and communicated properly – can enhance economic value. To be sure, organizations aren’t examining their values solely out of a sense of altruism, community stewardship or to ‘feel good’ about themselves. Rather, this trend is emerging as a critical business strategy focused on boosting the bottom line.

In the second part of Cohesion‘s white paper series titled, ‘The Fall of Incrementalism,’ we discuss the resurgence of corporate values as a catalyst for simulating relevant value – the reason why customers buy. We examine how the practice of incrementalism can be a barrier to such forward thinking, unless harnessed properly. When executed in the framework of a broader strategy, incremental moves can be a positive force for change. When they are not, the results can range from disappointing to disastrous.

To read the full white paper: The Fall of Incrementalism (Rediscovering Relevant Value), please click here. To read the first part in this series, please click here.

While I’m working on my next post, I hope you’ll read about how Cohesion helps organizations build stronger messaging to increase consistency, lower cost and drive growth, here.

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  1. Great insight, Brian. Companies who can effectively translate corporate values through a relevant value approach are far more likely to achieve real and meaningful differentiation. In the process, they will also foster authenticity – which is increasingly rare today. True differentiation, coupled with authenticity builds trust. And people buy from companies they trust…which in my humble opinion monetizes relevant value.

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