Investing in Desirability

Check out this screengrab of the website of Rentokil Initial. I circled one of their news items. It is THEY who are announcing that they will be using a vendor’s product (in this case Google Apps). Often vendors fight just to even be allowed to mention that somebody is using their product. But when a customer perceives that an association with a vendor brings them something — desirability, coolness, cutting-edgeness, or a particular shift in strategic positioning — that can be a monster boon for a vendor. Because nothing sells like customers talking about you. Nothing!. It makes the vendor’s life a lot easier, more efficient… and can make marketing a lot less expensive. It’s worth investing in desirability.

Vendor's Dream
Vendor's Dream


Like it? Share it!

Curious how BKW can help you tell your story effectively? Let’s talk

BKW Partners’ strategic, creative, and digital-first approach can help you break through the clutter and gain momentum. Our focus is on the technology and life sciences industries.

And if you enjoyed this post, we can send you more. Free. Just sign up below.


* indicates required

Leave a response

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.


No responses

Read On...