Branding: The Anti-Commodity

Topics:
Brand Management,
Brand Strategy
Tags:
Branding,
Business,
Force,
Marketing,
ThomaThoma
Source:
ThomaThoma

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Overview: There's a powerful force acting on businesses of all sizes today - and it is not good. It erodes margins, reduces prices and "Dumbs down" all the value you seek to create into the lowest common denominator - price. This force is called "commoditization." And it's been acting on all businesses - products, goods, services - for the past five to 10 years. Today, it only promises to accelerate, driven by a number of factors that are becoming ever more powerful. Few if any businesses are immune, and once they begin commoditizing, they're caught in an ugly downward spiral called "The Commodity Trap".

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Format: PDF | Size: 373KB | Date: Oct 2003 | Pages: 4

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