Perri Richman

“Propinquity” is a wonderfully odd word that feels out of place in everyday language and perfectly at home in sociology or psychology. You’re right if you think that it almost sounds like tranquility, and that parallel is fitting when people experience well-designed propinquity—it can create a sense of ease, comfort, and even calm. Let’s get into it. Propinquity is the nearness of a brand to its customer or prospect in space, time, and mind. And no, we’re not speaking voodoo.

Value propositions are vital for communicating how a business-to-business (B2B) company, product, or service adds value to customers and other stakeholders. They are central to brand building because they align what your company or product offers with what your customers truly need, driving clarity, confidence, and conversion. According to the Academy of Marketing Science, although marketers and academics use the term “value proposition”, the model is neither well understood nor well implemented.

Insurance company Geico consistently communicates its brand promise of “15 minutes or less can save you 15% or more on car insurance.” Some say it’s masterful because it: Publicly communicates to prospective and existing customers what to expect. Creates expectations for employees, and the service levels they’re held accountable for. Reaffirms the value/cost position of the product. A brand’s promise is a public agreement that sets the tone and expectation for all key stakeholders.