“The reason it seems that price is all your customers care about is that you haven’t given them anything else to care about.”
—Seth Godin
Product, price, promotion, and place—the four Ps of marketing. These fundamentals have been hammered into our brains by marketing experts, business school professors, and branding agencies for decades.
If we could control the four Ps, we could control the path to purchase. For years, it worked. Brands used these elements to execute their category management strategies and own the market.
But then came e-commerce and everything changed. Seemingly overnight, brands ...
