You are in
I am sure that when you filled up your car recently you could not quite believe how much it cost. So maybe you drive a little slower? Or choose a cheaper filling station? Or simply resign yourself to the cost.
As I start the process of reviewing new findings from the BrandZ research on the trade-off consumers make between their desire for a brand and its price – what we might call the value proposition – I am struck by how important obtaining value is with consumers around the world.
No one is surprised when the success of a movie is attributed to the Director. His or her vision is literally the point of difference and the defining element.
Peter Walshe is a Global Account Director at Millward Brown. He runs WPP's BRANDZ study that covers more than 23,000 brands across 30 countries and works on key global clients.