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Kristin Keen was quoted extensively in the article, “A Dime a Dozen,” in CANVAS Magazine’s August issue. In the article, which focuses on branding in the digital world, Kristin notes, “As the pool of competition grows, it becomes increasingly difficult for brands to differentiate themselves. Increased competition creates a buyer’s marketing, and greater choice puts more pressure on the need to compare apples to apples.”
Addressing commoditization further, Kristin says that when brands are experiencing commoditization, they need to look to their employees, “You have a far bigger issue if they think the only value you offer is the delivery of a quality product or competitive pricing.” She explains how to help employees become brand ambassadors and provides five ways to avoid commoditization, which include conducting regular research, empowering staff and marketing a company’s value, not its pricing structure.
About CANVAS Magazine
CANVAS is the first and only platform for the print sales and marketing professional. It is a vehicle that deals with the realities of today’s printing and communication industry. The publication endeavors to help the transformation of the print service providers to marketing service providers through exploration of intelligent sales techniques, marketing models, and best practices. By delivering the insights of industry leaders and sales and marketing experts, CANVAS provides education, motivation, and information designed to support the printing and graphic arts industry as never before.