B2C Brand Connection and Customer Value

10 Days


Cohort-based Course

There are thirty (30) unique ways in which to deliver Customer Value in a B2C relationship. Why focus on a single Brand Promise?

Course overview

Discover diferent ways to create an emotional connection to the brand

Learn a about the thirty (30) unique elements of customer value (functional, emotional, aspirational) in a B2C relationship. How to help your organization assess and identify opportunities to enhance customer value to drive growth and retention.

Who is this course for


The CMO seeking to align their brand around customer value and experience


The Brand Manager seeking to differentiate their brand in the eyes of their targeted consumer


The Digital Marketer looking to better tailor marketing messages and content to their targeted consumer


The CX or Customer Success Manager looking to understand the experiential outcomes to focus on delivering across the customer journey.

What you’ll get out of this course

Your Brand Promise is NOT enough

Your brand promise is important, however, it is not enough. There are thirty (30) unique elements of customer value that can be delivered in a B2C relationship.

Introduction to Business Model Canvas

Strategizer's Business Model Canvas is a simply framework to look at and understand how any organization creates, delivers, and captures value.

The Hierarchy of Customer Value

Customer Value is multi-dimentional (functional, emotional, aspirational) and hierarchical. Create a stronger brand connection with customers requires that you deliver higher-order value propositions (more emotional and aspirational).

Customer Value Proposition Assessment

Every brand needs to identify which of the thirty (30) unique customer value propositions are most critical to its target consumers. However, it's not simply stating them. Your customers must experience them.

Enhancing your B2C Value Proposition

Once you've identified the opportunities (pains or gains) to improve your customer value proposition it's important to identify ways in which you might improve it or execute on it with greater consistency.

Bringing it Back to Your Organization

Improving your overall brand experience requires transformation within your organization. Awareness is simply the starting point. You must create the Desire to change, the Knowledge for how to do it, empower people with the Abilty to do it and continually Reinforce it.

This course includes

Interactive live sessions

Lifetime access to course materials

In-depth lessons

Direct access to instructor

Projects to apply learnings

Guided feedback & reflection

Private community of peers

Course certificate upon completion

Maven Satisfaction Guarantee

This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.

What clients have said about leveraging this Customer Value framework

        Using this framework helped us distinguish our core value proposition as well as more specific luxury consumer and community influencer value propositions. Informed the type of customer experience we were looking to create across all digital channels.
Brian Li

Brian Li

Founder, Modesens
        We found that our Customer Value proposition while having commonalities across customers differed slightly across targeted smarthome customer segments. The result, better tailoring our marketing and messaging across channels.
Jackie Poriadjian

Jackie Poriadjian

Ex CMO, ecobee

Meet your instructor



John Gusiff is the Managing Partner for Customer Centric Solutions LLC. He founded the company in 2002 after spending 15 years helping leading brands across B2C, B2B, and B2B2C industries, design and implement customer acquisition, engagement, service, and retention strategies.

He is passionate about improving the lives of customers via human-centered design and design thinking methods. He leverages customer jobs-to-be-done (jtbd) insights research along with applied behavioral science when consulting with his clients.

He has worked directly with executives in marketing, sales, product development, customer service and support functions to help them rethink how they better service their customers and implement the processes, organization, and technology to support it.

Clients have included: American Honda, Canada Goose, Citibank, Ecobee, G Adventures, Gympass, Humana, Porch, lululemon, Royal Ambulance, Shaklee, and TransAlta.

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Course schedule

90 to 120 minutes per Session
  • Three Sessions

    Course sessions designed to teach students different CX frameworks and tools to identify and evaluate brand experience.

  • Coming March 2024

    Looking to open enrollment sometime in February 2024 for initial cohorts. Have leveraged this model with several past clients.

  • Class Exercises plus Homework

    Course sessions will include some pre-reads, individual and group exercises during class, and some homework.

Learning is better with cohorts

Learning is better with cohorts

Active hands-on learning

This course builds on live workshops and hands-on projects

Interactive and project-based

You’ll be interacting with other learners through breakout rooms and project teams

Learn with a cohort of peers

Join a community of like-minded people who want to learn and grow alongside you

Frequently Asked Questions

What happens if I can’t make a live session?
I work full-time, what is the expected time commitment?
What’s the refund policy?
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B2C Brand Connection and Customer Value


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