---
title: Untangling Your Brand Attributes for Greater Value
description: Untangling Your Brand Attributes for Greater Value
image: https://www.brainzooming.com/hubfs/Imported_Blog_Media/101009Gears-300x2251-2.jpg
---

# Untangling Your Brand Attributes for Greater Value

[Marketing](https://www.brainzooming.com/blog/tag/marketing), [Performance](https://www.brainzooming.com/blog/tag/performance), [Branding](https://www.brainzooming.com/blog/tag/branding), [Strategic Thinking](https://www.brainzooming.com/blog/tag/strategic-thinking), [Communication](https://www.brainzooming.com/blog/tag/communication), [Innovation](https://www.brainzooming.com/blog/tag/innovation)

We were** working with a client** who is **very quality-focused** in all aspects of its product strategy. One of its brand elements is **engineering products for extensive longevity, equating quality and durability** in its brand promise.

[![](https://www.brainzooming.com/hs-fs/hubfs/Imported_Blog_Media/101009Gears-300x225-4.jpg?width=240&height=180&name=101009Gears-300x225-4.jpg "Don't Over Engineer Brand Attributes")](https://www.brainzooming.com/hubfs/Imported_Blog_Media/101009Gears-3.jpg)While this strategy is part of supporting a premium price point for its product line, our **interviews suggested the brand was not getting full credit in the market for its quality/durability combo**.

Beyond that, it **was in fact being hurt in some segments** where the durability it provides isn't necessary, and potential customers are unwilling to pay the premium. The result is very low share in some potentially attractive segments.

We** suggested a strategy of unbundling quality and durability** in its corporate mindset as a way to potentially open up new opportunities. We advanced the idea that **quality be viewed as a predictable relationship between product age and expected performance**. By opening up this strategic view, we** tried to get the client to see possibilities in producing a very high quality product engineered for a shorter life cycle** than its typical line. If it can take costs out as a result, it could still represent a strong margin possibility while creating new strategic market opportunities it doesn't have a shot at currently.

You may want to take a** look at your own product and service strategy** to **see if you've co-mingled attributes** **which** might make sense for your business needs (i.e., we can charge more if our products last longer) but **don't deliver the greatest maximum value for customers** (i.e., those with no intention of keeping your products for as long as they'll last).

**If your brand isn't getting full credit for everything** it delivers, explore strategic opportunities to** pull apart co-mingled attributes to create growth and emerging strategic opportunities**. – [*Mike Brown*](https://www.brainzooming.com/?page_id=1197)

***[The Brainzooming Group](https://www.brainzooming.com/?page_id=1188) helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. ******Email us at [mikeb@brainzooming.com](mailto:mikeb@brainzooming.com) or call us at 816-509-5320 to learn how we can deliver these benefits for you.***

***[![New call-to-action](https://no-cache.hubspot.com/cta/default/462042/c0f1a8db-02db-4632-a808-dcec0eaec01d.png)](https://cta-redirect.hubspot.com/cta/redirect/462042/c0f1a8db-02db-4632-a808-dcec0eaec01d)***

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Date published: 10/14/10

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