Advertisers should focus on increasing native value first (through innovation); associative value is useful but less powerful; spending money on foreign value (e.g. loyalty points to incent people to buy your product) should be the last resort.

1. Native Value of
Products
Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou
September 18, 2012.

2. Value of Products/Services
native associative foreign
native value: product associative value: related to foreign value: value
features, functionality, the use of the product – e.g. artificially attached to
design – e.g. iphone apps for iPhone, Nike+ products – e.g. loyalty
points
September 18, 2012 2

3. So What?
“Advertisers should focus on increasing
native value first (through innovation);
associative value is useful but less
powerful; spending money on foreign value
(e.g. loyalty points to incent people to buy
your product) should be the last resort.”
- Dr. Augustine Fou
September 18, 2012 3

4. Dr. Augustine Fou – Chief Digital Strategist
“I advise clients on using digital
insights to innovate their products
and optimize their marketing.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
September 18, 2012 4
acfou@mktsci.com