Mohammad Iqbal writes a dangerous manifesto on ChangeThis.com claiming the traditional “one-value” brand is an old institution which should be put to rest.
The solution is using Chris Andersons’ The Long Tail as a jumping of point to define a core brand value suplemented by many secondary and tertiary values as well.
The theory works perfectly with the abundance-theme and even works when theorising around the need to present different values to different consumers depending on the product segment. But… “one conversation to rule them all” or 15 conversations, all having to sell themselves and establish their own set of values for the brand. It sounds like a really expensive enterprise
. It’s sounds one brandestablishing a house of brands inside itself. IT kinda sounds like a really bad idea…
Judge for yourself..
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