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Sometimes I’m really wondering: “what is it that you guys want to communicate to your customers”?

Take a step back and think about it for one moment. What is marketing really about? Selling products? Understanding customers’ needs? Nurturing the relationship with the customers?

It’s all true but a paradigm shift took place in marketing and nowadays it’s more about “value creation systems”. Customers are now seen as co-creators of their own value and we are now speaking about value creation networks. So what …. my point is that markting is nowadays about creating value and more precisely about unleashing customers’ power to create their own value.

Think about it for one second and have again a look at the picture, taken in a jewelry store in Los Angeles. Where’s the value? And where’s the value creation process? I don’t really know …

My take:

Advertisment and communication is a part of the value-creation process. You’d better think twice next time you design your communication.

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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