Rapp UK: “The meaning of value has changed for consumers”

“Value is one of those terms that gets bandied around a lot by marketing departments,” says Shiona McDougall, senior vice-president of strategy at Rapp UK. “It often appears as a pillar in a brand strategy, or as part of strategic marketing objectives or principles. If you ask 10 people across 10 different organisations the meaning of value, you’ll get 10 different answers.”
This situation prompted Rapp to do some proprietary research into what value means to custom