THE ROSENTHAL VALUE PROP

A brand is not a name or a logo. It is shorthand for a set of values, benefits and expectations between an organization and the people it interacts with.  Basically, it’s a promise. 

 

Marketing needs to deliver on that promise. The product marketing or business development team’s job is to make those values and benefits tangible and accessible. Marketing communication’s job is to set the expectations (positioning) and connect the customer with the benefits.

 

As long as your products or services are accessible and consumers are connecting, organizations will meet their goals.