Have you ever considered your product a commodity?
Perhaps not—and we wouldn’t recommend that you do so.
But you must be prepared for customers who may. Like it or not, a mortgage is a mortgage, a car is a car and a hotel room is a hotel room, and your product is one of many.
Regardless of your sector—be it banking, retail, automotive, health care, or something else altogether—your customers make decisions about what they purchase for a variety of reasons. The product itself is increasingly just one of many influencers; the brand may contribute equal weight in the decision-making process.
More and more, aligned values and customer experience are key choice differentiators.