Confusing Value Proposition with Incentive Is Bad — Here’s Why

Mark your calendar for Mediaweek, October 29-30 in New York City. We’ll unpack the biggest shifts shaping the future of media—from tv to retail media to tech—and how marketers can prep to stay ahead. Register with early-bird rates before sale ends!

Sometimes, I envy scientists. Their words have meaning.

Oxygen is oxygen is oxygen. One biologist doesn’t use it one way, while a chemist uses it in a different way.

In the marketing industry, we’re not so lucky. Many marketers and writers latch onto an industry buzzword, and all of a sudden everything is AI and machine learning.

Or everything is a value proposition. Let me give you an example I came upon recently in a marketing industry publication:

Luxury apparel e-retailer [brand name removed] has a clear value proposition: it donates 20% of the proceeds of every purchase to benefit educating girls around the world through one of three charitable organizations.




Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in