Added value Quote by Clayton M. Christensen
““Much of the ability to create and maintain valuable brands, as a consequence, has migrated away from the product and to the channel because, for the present, it is the channel that addresses the piece of added value that is not yet good enough.””
About This Quote
Source Book: The Innovator’s Dilemma, 1997
Brand value has shifted from product features to the distribution channel, as channels now deliver the added value that products lack.
In simple terms: Brands rely more on channels than products for value.
Key Takeaway
Focus on channel strategy to enhance brand value.
Themes
branding
marketing
innovation
value creation
Mood
analytical
strategic
Type
business
insight
When to use this quote
- product launches
- market entry
- brand repositioning
- channel partnerships
Key Concepts
channel economics
strategic management
product‑channel fit
Questions to Reflect On
- How can brands balance product and channel strengths?
- What risks arise from over‑reliance on channels?
A Different Perspective
Channels can be volatile and may not guarantee lasting value.
