INTANGIBLE BENEFITS CAPITALIZE ON BRAND DIFFERENTIATION For example: 01 02 Increase perception of brand as a digital and Using mobile connectivity to enhance contemporary leader. Brands that have previously consumers’ perceptions of brands not been perceived as technology leaders can as innovative and service oriented. gain advantages. In agriculture, for instance, For example, Tesla is now updating technology is making vast strides to enable better its cars’ operating systems through decision-making, with such simple products as a 3G connection, which frees owners mobile weather forecasting, and data-gathering from having to schedule a service and data-analysis tools. appointment. 03 04 Improved positioning vis-a-vis indirect stakeholders, Allow consumers to see brands as such as governmental bodies, NGOs, and supply beneficial to communities, as Coke has chain partners (see Coke Ekocenter). done with the Coke Ekocenter. 87