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Having recently spent a very pleasant two days in Amsterdam helping a client define their value proposition I was interested to read this research. Millward Brown, a research agency, looked at top brands over a 10 year period and found that brands that combined strong propositions with marketing campaigns achieved an average growth of 168 per cent, compared to 27 per cent increase for brands that had ‘excellent advertising’ but weak propositions.https://www.virgin.com/entrepreneur/whats-value-proposition-and-how-can-it-benefit-your-business