Tapping the Supply Chain Opportunity
How? “The branding should reflect and embody a value proposition. Value here is not a financial figure, such as sales, profits or assets. Value, for the value proposition, should be something that matters to customers,” he noted. “It should be tangible and should define the benefit and solution that customers will gain with you. It presents why customers should do business with you, rather than with competitors.”
Eugene G. Schwartz is editor at large for ForeWord Reviews, an industry observer and an occasional columnist for Book Business magazine. In an earlier career, he was in the printing business and held production management positions at Random House, Prentice-Hall/Goodyear and CRM Books/Psychology Today. A former PMA (IBPA) board member, he has headed his own publishing consultancy, Consortium House. He is also Co-Founder of Worthy Shorts Inc., a development stage online private press and publication service for professionals as well as an online back office publication service for publishers and associations. He is on the Publishing Business Conference and Expo Advisory Board.