Chopping Block

With marketing services, as with consumer products, what matters is not the product sold, but the benefit the customer is buying.

Chopping block

Why successful businesses need Sherpas, machine oil and global positioning systems

Jeremy Bullmore

It's always a good question to put to a new client: we all know what you make – but are you as certain what your customers are buying?

Simple as it sounds, it's a constructively difficult question to answer.

You make expensive pens; but that's not what people are buying. What people are buying will be prestige, or personal pleasure, or the hope of gratitude from a recipient.

You make multi-coloured chocolate buttons; but that's not what people are buying. What people are buying is...

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WARC helps you to plan, create and deliver more effective marketing

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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