Mervärdet differentierar

In a world where consumers have an adversarial relationship with an ever-increasing number of commercial messages that reach them during the course of a typical day, messages need to be differentiated from the sea of “buy my crap” product-focused messages that seem to make up the majority. Especially in the case where a company is introducing themselves to the consumer in hopes of creating a long-term relationship, the message simply can’t be geared toward creating product awareness. The marketer needs to extend value to the consumer, beyond simply informing the consumer about a product.


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