Time to Move Beyond Outdated Models


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While not being the post I recently announced about social business, service, brands and commoditization, this short post quite perfectly sets the stage…

This inscription, painted on a truck parked nearby my office, reads “for coffee lovers… Sophistication of best brands – Elegance of service”. And I couldn’t help sharing it with you…

You will agree that “sophistication” is nowadays no more relevant for brands, as it refers to a groundless claim. But what is a brand, if not a dual set of promises and associated services? What is the brand value, once it relies on third-party services like the company who owns this truck is aimed to deliver? Is such intermediation sustainable, as it merely commoditizes the brands it uses?

Republished with author's permission from original post.

Thierry de Baillon
Branding & web strategist, Druckerian marketer with a sustainability and cross-culture flavour. Passionate about learning.


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