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October 17, 2016

Consider your Brand’s Opacity to Develop a Winning Brand Strategy | Part Three

Services Brands Are Transparent

Brand strategy for services brands has historically focused on creating, delivering and communicating the compelling value desired by customers through the so-called services marketing mix and it includes four additional strategies to those used to formulate brand strategy for CPG brands: people, process, physical evidence and information technology strategies.

Why This Difference?

The transparent nature of service brands means that most customers can perceive distinguishing characteristics of a brand during both the production and consumption process. Unlike the opaqueness of CPG brands, the production and consumption of services brands is inseparable. It literally takes place in the full view of its customers. It’s transparent.

Because of the inherent intangibility and inseparability of services brands, the services marketing mix must include the four additional strategies in its toolbox. It is through these strategies that services marketers are able to ensure the consistent quality of their services offering and better manage customers’ perceptions of their brand’s distinguishing characteristics. People strategy and the extent to which front-line services interactions are supported through enabling business processes and information technologies, are crucial in this regard.

This Is Why Marketers of Services Brands Often Say, “Our Culture is Our Brand.”