A value proposition can be of added value for the survival of your brand, writes Moers. Especially in a sector like retail and for B2C companies. The Netherlands is one of the richest countries in the world and because of this prosperity, consumers are more spoiled than ever. They have not only become more critical of the supply, but also of the store formulas. In a world in which the consumer already has everything, or thinks he has everything, it is important for companies to continue to innovate. Sitting back is no longer an option. In fact, he states: “Standing still is no longer going backwards, standing still is fatal.” The value proposition must be regularly overhauled!
Standing still is no longer going backwards, standing still is deadly.
In the first part of 'The Law of Paracetamol', Moers gives a number of reasons why your current value proposition will soon no longer work and shares what you should pay attention to when putting together a new proposition. How you can do this in concrete terms and which business models you can use for this follows in the second half of the book.
ore and more people want to work for a company with a higher purpose than just making money. Ben & Jerry's is one such organization. The company has now grown into an activist brand. What does this mean, and how does the well-known American ice cream brand try to make the world a little better with brand activism?
Many companies are looking for a better new zealand number for whatsapp balance between economic and social value. As an organization, for example, you try to be as sustainable as possible and sponsor one or more charities. At Ben & Jerry's, they optimally use their own resources for a social goal. They may not solve problems with ice cream, but they use their name recognition and accessible products to draw attention to social issues. Ben & Jerry's has now grown into an activist brand.
Wikipedia defines this form of activism as 'the efforts to promote, influence, or direct social, political, economic, and/or environmental reforms, with the aim of making a social impact'.
Marketing guru Philip Kotler distinguishes between regressive (going back) and progressive (forward-thinking) brand activism . A good example of regressive activism is 'Big Tobacco' - the tobacco companies that denied for years that their products were harmful, even when an internal investigation proved otherwise. They even advertised their harmful products. Companies that lobby politicians for regressive measures are brand activists.
On the progressive activism side, we see more and more companies that want to make an impact on major social issues. These companies have a greater purpose than making a profit and are increasingly seen as role models within their industry.