Breaking Compromises: Opportunities for Action in Consumer Markets from the Boston Consulting Group

This work assembles a wide-ranging collection of BCG "thought pieces" in the field of marketing and branding, many of them previously available only to the consultancy's clients. Its central theme of "breaking compromises" refers to the act of moving beyond the impasse of the problematic "either/or" scenario - for example, a product may be perceived as being either cheap or good quality but seldom both. In an environment where customers must compromise to choose, these pieces demonstrate how innovative companies can expose these compromises and use the knowledge to recalibrate the relationship between customer and product.