Question
Topic: Strategy
Expressing Value Statement In Advertisng
My CEO is pushing for a clear value proposition and I am working hard to help him understand that solution-focused value statements have to be unique for each customer. What solves Customer A's problems won't necessarily solve Customer B's. There is no one value statement. That's fine, but then what do we do in our advertising which is by its nature "mass communication"? What do we communicate?
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