Investing in “Je Ne Sais Quoi” … It Pays To Be (Perceived as) Cool.

Check out this screengrab of the website of Rentokil Initial. I circled one of their news items. It is THEY who are announcing that they will be using a vendor’s product (in this case Google Apps). Often vendors fight just to even be allowed to mention that somebody is using their product… but when a customer perceives that an association with a vendor brings them something… even if it is a certain “je ne sais quoi” … that makes the vendor’s life a lot easier, more efficient… and makes marketing a lot cheaper. The implication is it’s worth investing in a little “je ne sais quoi”. It pays to be (perceived as) cool… or cutting edge.. or i don’t know, something!

Vendor's Dream

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