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Simon Calver when branding put the customer proposition first and the personality second

Simon Calver, CEO, LOVEFiLM

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1 comment on "Simon Calver when branding put the customer proposition first and the personality second "

  • Leadersincommunity_thumb

    9 months ago

    The first thing that you have to be crystal clear about is, what’s the value proposition for your costomer – so Simon Calver who used to run the brand for Pepsi said “So if you think of the brand as having layers, the first layer is why the consumer would buy the brand in the first place – Pepsi Max is a good example, consumers might say “I should drink Pepsi Max because it has all the taste of regular coke but with no calaories” – so that’s the customer proposition, however the personality is wild out there exciting very masculine – so it’s two different layers”.  

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Profile: Simon Calver

Simon is CEO of LOVEFiLM, Europe's largest online DVD rental service that merged with Video... Arrow_down

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