Who dat?
“What” you are is one thing. “Who” you are is a whole ‘nother thing.
What you are is functional, it can be bought. But who you are, now there’s something that can’t quite be quantified and priced. It is that which makes you unique, different. It is that which sets you apart from the competition. It is, to borrow a phrase, ‘priceless’ because it gives your customers a reason to be loyal to you, even in today’s commodity-driven market.
What people mean to each other is what makes a romance last.
What a business means to its customers is what makes it thrive.
There has been a lot of talk lately of the deterioration of brand value. The numbers don’t lie, consumers are now moving in unprecedented numbers to ‘generic’ products and services that cost less than ‘premium’ brands. But, what happens when two similar products are similarly priced? In that case, the difference is distinguished only by personality. So,… (more…)