Values-based Marketing: Represent Something Bigger
By Kevin Ketels
January 10, 2018 – Doing good is good business.
Companies can and should contribute in some way to their communities. It’s the right thing to do, and it can differentiate a company from its competitors while benefiting the bottom line.
Consumers and businesses aren’t buying just based on their needs, they increasingly want to purchase from companies that represent their values. Technology and globalization have helped foster this change. Both have resulted in more convenience and product choices for consumers and businesses. There are also numerous mature product categories, meaning there are multiple offerings of essentially the same product, with less opportunity for differentiation. Read More