Megan West(erby)

"Across most of the 83 product categories, we found that consumers’ loyalty now hinges more than ever before on the degree to which a brand has established a clear core value proposition — a differentiator that goes beyond the basic utility of a product or service,” he says. “Today, delivering on the ‘rational’ reasons to buy a brand — good or superior quality and value for the price — is just the ‘door-opener.’ If that’s all a brand is doing, it’s in grave danger of being commoditized. In fact, it’s not a brand; it’s a category placeholder."

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MediaPost Publications Brand Experience, Values Increasingly Drive Loyalty 02/06/2012

AKA, you can’t just be the best product, you need an emotional hook. 

9 February 2012 ·