tag:blogger.com,1999:blog-4479964119592916592.post4014081502257260154..comments2010-03-02T14:50:11.435-05:00Comments on Kopius Notes: Units and measures and metrics, oh mygarykopervashttp://www.blogger.com/profile/02407100635215638825noreply@blogger.comBlogger1125tag:blogger.com,1999:blog-4479964119592916592.post-60042274148380252912009-04-24T18:52:00.000-04:002009-04-24T18:52:00.000-04:00Bingo. Relevance and value. "Uniqueness," alone, o...Bingo. Relevance and value. "Uniqueness," alone, or the next big thing without more than its bigness, won't carry the Brand marketing day.<br /><br />Speaking of value, and, incidtnally, I think we all should talk a lot more about value . . . I'm predominantly an industrial B2B guy. My Brand competitors have always talked about TCO -- total cost of ownership -- to keep from sliding inexorably to the commodity end of the value spectrum. Few of them, however, have been able to walk that talk.<br /><br />That said, though, something about the "cost" anchor in TCO bothers me. Probably the same viscerally activated Brand muscle pain (or headache) that bothers many of us when we talk about -- or are confronted by our Brand-challenged colleagues concerning -- Brand metrics. Cost of acquisition. Cost of retention. ROI. Isn't it time for a new model? Something centered in what matter most to, for example, users of video content -- the folks we want not simly to adopt, but to OWN our Brands? Total Value of Ownership (TVO), perhaps.<br /><br />Relevance and Value. For me, those rise quickly to the top of stuff that ought to be measured; the two Brand Weebles that don't fall down. And never will.Tony Barrhttps://www.blogger.com/profile/03277695948582505224noreply@blogger.com