All brands are service brands…..to some extent.

This online keynote was recorded for the fine folks at Fifteen Seconds who hold the event in Graz, Austria.
Key points:
- Goods and services are a matter of degree than absolutes
- A good is a means to an end / renders a service so the service delivers the value
- Service has the potential to deliver meaningful and differential value
- The importance of competing through brand experience should not be overlooked