Hi Simon,

We are glad you enjoyed the webinar.

While you bring up a good point that larger brands are already established, that does not necessarily mean that the “Where am I?” does not apply to them. The opportunity for a disconnect is unfortunately always present. Even the larger brands should be cognizant of the fact that clarity trumps persuasion.

As you mention, there are several larger brand sites that do not have or mention a unique value propositions. This can actually be a challenge for established brands as their messaging is typically already well positioned. Rather than changing or revising their overall brand message though, there are opportunities for them to express value propositions related to specific services or products.

Although, please note that Pro-Flowers does mention “Over 25 Million Bouquets Sent – Send Flowers Today” on the bottom of their site. This statement can be considered a value proposition as they are basically quantifying their level of experience.

It is important for larger brands to consider while they are recognizable, there will almost always be competition offering similar products or services. So not only should they address the “Where am I?” when a user arrives to the site, but they should also focus on providing a unique value proposition for their service or product.

Thanks for the feedback!