Adding value not cost is the secret

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Confusion marketing means, I suggest, that its marketers are confused. The killer question is: what percentage of marketing spends in the UK today adds cost instead of adding value?

Companies who have a semi-monopoly tend to add cost not value. Companies who defensively spend money adding entry barriers are adding cost not value. Companies in crowded markets which own the reference brand image but are doing nothing else to stay closest to consumer needs add cost not value.

These and other confused types of organisation demean marketing, and over time impoverish their capability to compete in world markets. They impoverish our country’s long-term growth.

Isn’t it time to openly question all the confused practices of marketing which prevent organisations from learning to compete on value creation. Or should we lie down and watch the UK become a third world country within a decade?

Chris Macrae

Marketing consultant

London

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