In this powerful episode of Marketing & Strategy Unlocked, Dr. Nicolás Kfuri takes you beyond traditional branding frameworks with a deeper look at the expanded Brand Ladder. You'll learn how to build your brand story and value proposition from product attributes all the way up to societal impact.
With real-life, global examples from Dyson, Spotify, Peloton, and TOMS, you’ll discover how to answer five critical questions:
What are your features?
What do customers get?
How do they feel?
How does their life change?
And ultimately… how does your brand make society better?
Whether you're repositioning a legacy brand or launching something bold, this episode will help you elevate your thinking—and your impact.
Next up: The Elements of Value Pyramid—and how the most successful brands strategically layer value to drive loyalty and pricing power.