“The absence of friction has value”
Tomás Puig, Founder & CEO of Alembic Technologies
I came across this very enlightening quote in a Forbes CMO podcast.
Tomás Puig highlighted a different and invaluable way to think about and assess the value of a brand.
A recognised or esteemed brand is an asset that reduces sales resistance when compared with other brands, products or services.
That’s competitive advantage.
You might be thinking, “Well that’s obvious.”
Possibly. The point he makes, apart from the obvious, is that friction reduction has a financial value.
Why? Because it adds to the margin.
That fact should be important to a marketing manager when it comes to talking to Finance about budgets.
When budgets are tight,
Supporting a product or service that has market credibility and visibility (brand value) over one that doesn’t makes sound financial sense to a CFO.
That’s a language financial people understand.
Tomás Puig goes into detail about how that value can be quantified. I’ll be happy to send you a link to the podcast if you drop me a line.
Friction Reduction is an overlooked aspect of strategic thinking.
Maybe it’s something you’ll think about for your business.
In the meantime, the Thinking About Strategy Issue of our newsletter has lots more on the subject of strategy.
You can order a copy without friction via this link.
Very best,
David O’Beirne
PS. Image at the top of this page is by SHVETS production