The marketing pyramid is shaking

In a guest article for the Frankfurter Allgemeine Zeitung, Professor Martin Fassnacht, Chair of Strategy and Marketing at WHU – Otto Beisheim School of Management, addresses a pressing concern: Many companies are currently failing to meet the core expectations of their customers. While brand communication and emotional positioning remain prominent, the delivery of essential, functional services is increasingly neglected.

Against the backdrop of stagnating markets and heightened uncertainty, Professor Fassnacht refers to the well-known hierarchy of needs developed by psychologist Abraham Maslow. His analysis suggests a shift in consumer priorities—from aspirational and symbolic desires toward fundamental needs such as reliability, affordability, and predictability.

Drawing on examples from a range of industries, including automotive, consumer goods, and aviation, he illustrates how companies risk reputational damage and loss of relevance when basic performance standards are not met. Brands such as Lufthansa, Mercedes-Benz, or Starbucks are cited as cases where strategic focus has, at times, deviated from consistent delivery of the core value proposition.

Professor Fassnacht calls for a strategic reorientation. Companies should prioritize clear brand positioning, reduce portfolio complexity, and strengthen their ability to deliver consistent value across all touchpoints. In an increasingly competitive and cautious consumer environment, fulfilling core promises is not only a prerequisite—but also a differentiating factor in itself.

The article "Die Marketing-Pyramide wackelt” was published in the Frankfurter Allgemeinen Zeitung on December 9, 2024.