The power of "AND" marketing

Dave Evans in his article "The genuis of AND marketing" gets to the heart of question about consumer expectations and decision making ability. Offered a choice between quality or convenience, low price or availability, trendiness or usefulness, they will often skip the product or service altogether.

"What 'either/or' marketers forget when they create a choice, like convenience versus quality, is there's another choice: neither"

The haeart of the matter is dicovering, developing and presenting the "AND" attributes of your product, service or environment so that you define and meet consumer expectations. It takes careful thought about what value you really offer your customer at both the macro and individual product level. Then crafting a message that promotes the "AND" message the customer wants to hear.

I think Dave's article is an interesting place to start this conversation about how we define the value of our offering.