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Elevating Your Brand in the Eyes of the Customer

Video Description

Companies are finding themselves stuck between dual forces of industry disruption and perceived commoditization in the eyes of the customer. So what enables companies to generate competitive advantage in a fluid environment? Author and consultant Peter Sheahan argues that escaping the commodity perception and remaining relevant in times of change involves looking at your company’s ecosystem through three distinct and related lenses. When executed effectively, companies can distinguish themselves in a crowded marketplace with practices such as content marketing that solve the higher-order problems of customers. These practices help companies becomes the clear choice for their customers -- and drive revenue to the bottom line. In this interactive Harvard Business Review webinar, Sheahan describes his framework and discusses case studies of companies that have applied these to create unique and successful approaches to the larger business challenges facing their business models and those of their customers.