Brands And The Fashion Of Value

Mark Di SommaApril 8, 20151 min

The stark reality for most brands, particularly those integrated into a supply chain, is that if your presence is not seen to be value-adding, then chances are it is perceived as value-costing.

If indeed you pride yourselves on being able to value add, you can expect to be continually challenged on the difference you generate for the margin you charge. If you don’t, then replacement by another supplier or another channel, is probably only a question of time.

But perceptions as we all know are a moving feast. As priorities change and new technology shifts the frameworks, operations and expectations of businesses and consumers across industries, the continuing question for many brands it seems to me is this stark: What’s valuable now? The second question is more knotty: What’s our take on that?

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