Every Brand Is a Service Brand

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Different companies serve different masters.

Some companies serve their quarterly revenues.

Some serve their stock prices.

Some serve the whims of their executives.

It’s a rare company that truly serves the master of the consumer – the very people that allow that company to remain in business.

And that’s why it’s a powerful source of advantage for challenger brands.

When so few companies are concerned about serving someone, you can stand out by doing it right:

  • By defining your smallest viable audience and making their lives better in some way.
  • By going a mile deep instead of a mile wide.
  • By making all decisions with your people front & center.

Keep asking “How do we make the world a better place?” and you’ll never go too far wrong.

About Matthew Fenton: Matthew is a former CMO who helps brands and businesses to focus, grow and win.  Since founding his consultancy, Three Deuce Branding, in 1997, he’s helped hundreds of brands to achieve “brand clarity.”  His consulting services and speaking engagements help brands to focus on what matters through positioning, strategy and ideation.  Contact Matthew here.  He’s based in Chicago.

Copyright 2020 – Matthew Fenton. All Rights Reserved. You may reprint this article with the original, unedited text intact, including the About Matthew Fenton section.

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