Communicating value
This article is part of a series of articles from the WARC Guide to communicating value. Read more.
After “Strategy”, value is probably the most abused word in marketing.
A quick survey of agency, consultancy, studio and creative/strategy collectives’ websites will turn up multiple claims to “create value for clients and their customers”. Whether talking about campaigns, brand experiences or new products, the result of any initiative is usually “added”, “newly created”, “delivered” or “unlocked” value.
But what do we mean by “value”?
Is “value” in marketing a euphemism for something more difficult — for an outcome that...