"In a business where content is king, that is a huge endorsement — and no question that Tyler Perry and Oprah Winfrey make a pretty powerful consumer and brand proposition".
Mr. Raj, who is not involved in the Haute Spot, suggested that publications should "basically get people wedded to the brand proposition for the long term".
He adds that the reason a business such as Caffix failed was because the brand proposition, while initially attractive, missed the point.
The goal is to determine if "there is something still within the brand proposition that can resonate with today's consumers," says Rick Cutler, director for marketing at Idelle in Danbury, Conn.
Greg Portell, a partner of A.T. Kearney, a global management consulting firm, said that could detract from Apple's brand proposition of being a provider of easy-to-use products that all work together seamlessly.
"We need a strong national brand proposition, because when international students are choosing a university, they look at the country first, the kind of institution second and the kind of program third".
"What intrigued us about the idea is that it linked with the brand proposition, which is taking heat from bad to good in a dramatic way," Mr. Gross said.
For example, a classic marketer might have a very clear "who-what-how" strategy – starting with customer segmentation, brand proposition, advertising and a media plan – locked and loaded for a year, which will be reviewed at the end of it.
It is also the case that the company's brand proposition is based on a restatement of the Guardian's original purpose of seeking social justice, but making it relevant to today's complex global inter-connected society.
Just as Labour cling to power on the basis that they're not the Tories, Burger King's brand proposition is: "We might make you fat and fill the streets with greasy litter and that, but at least we're not McDonald's!
