Take the Lead By Thinking Like a Service Brand
Brands are increasingly building a service wrapper around their core products to unlock new revenue streams and grow or protect profit margins. Accelerated by the pressures of Covid-19 and enabled by digital, brands are trying to respond to the ongoing challenge of commoditisation by moving from transactional to long-term value driven relationships with customers. Service brands – whose primary offer is an intangible outcome rather than a physical product – are naturally better positioned to excel in this new reality, sometimes even redefining the categories in which they operate. The uni...
Source: performancein.com
