The Practical CMO by Chief Outsiders

The Practical CMO by Chief Outsiders


Brand The “How” Not the “What”

September 20, 2021

The value proposition of most businesses is based on what they do well. In many cases, focusing on what the company does--the products they make or the services they offer--is neither differentiating nor compelling. Even more problematic, many value propositions do not offer clear benefits to the problems and challenges their customers face.

In this podcast, we will discuss creating value propositions on the “how” businesses create value instead of “what” they do. Codifying, packaging, and branding a company’s service components can often deliver a message which is more compelling and differentiating. And
what’s more, codifying the way customers are serviced is a great way to integrate operations,
sales, and marketing.

Additional Resources:
Links to a 3-part blog series (in order from top to bottom)
https://www.chiefoutsiders.com/blog/brand-service-delivery-process 
https://www.chiefoutsiders.com/blog/branded-service-processes 
https://www.chiefoutsiders.com/blog/how-to-brand-service-component 

Today’s Participants:
Host: Mark Coronna, Partner & CMO, Chief Outsiders
mcoronna@chiefoutsiders.com 
Mark Coronna | LinkedIn

Guest: Dennis Bailen, Partner & CMO, Chief Outsiders
dbailen@chiefoutsiders.com