Being One with Consumers and Values

When developing brand values, it’s important to consider how you’ll differentiate yourself; how your business will stick in the mind of consumers to become something bigger than a brand. As consumers, we internally create personal ties to brands which may be important to us. These brands may have been integral to our childhoods, we may […]

The self evident value of equality

Some values just matter more. Basic business values like affordability and quality never cease to be important to consumers. And then there are values that matter more deeply. Values that speak to who people are at their core and require a brand to live the value deeply before it can be seen as an ally. […]

Can You Measure the ROI on Your Brand Values?

Reposted from The Wise Marketer As the world celebrates the beginning of 2022, while living and operating in what is arguably year 3 of the global COVID crisis, individual intentions and resolutions for the new year might be shaping up differently than they have in previous years. The crisis has prompted this great collective pause and […]

Bring out your Brand Values and Bring out your Best

Investor Terry Smith made headlines this week by taking a critical stance on values marketing. Specifically in his crosshairs is Unilever’s Hellmann’s brand. Does mayonnaise need to have a higher societal purpose or does it exist just to be delicious? Playbooks work, playbooks change For decades, the way you market CPG was having a great […]

The Value of One

When developing brand values, it’s important to consider how you’ll differentiate yourself; how your business will stick in the mind of consumers to become something bigger than a brand. As consumers, we internally create personal ties to brands which may be important to us. These brands may have been integral to our childhoods, we may […]

To Improve your Brand Health, Focus on the Value of Health in 2022

It’s a New Year full of new opportunities. Naturally, there’s one thing on everyone’s mind – health. It’s the classic New Year’s conundrum: how will I improve myself this year? Should I resolve to work out more? Eat less junk? Will I even stick to my resolution? It’s an issue that pervades more than just […]

People Say they value Values, but Do they?

Whenever you talk about consumer research, it is a given that someone is going to say, “I know people say that but I don’t believe that’s what they do!” In fact, it’s such a prevalent phenomenon that the Say:Do Ratio exists to quantify the gap and to help offset this common concern.  In the Values […]

The Supply Crisis Demands a Values Response

Walk the aisles of any grocery store today and it’s obvious — we have returned to a supply shortage. At the outset of the pandemic it was a rush of toilet paper and cleaning supplies. Now, the shortages feel different. They have crept into consumer costs and across-store product availability. Even worse, shortages have gone […]

Is the Rodgers Rate still a good deal for State Farm?

Aaron Rodgers, State Farm

Should the Insurance Company do a “Data Double Check” on standing by their spokesman? Aaron Rodgers has dominated this week’s headlines, this time not for anything he did on the field. The pro footballer was caught lying about his vaccination status when the news came to light after he missed this week’s game on COVID […]

On Principle: The Value of Values

WashU Olin Business School Podcast In a white paper published in June 2021, WashU Olin’s Professor Stuart Bunderson and Jesse Wolfersberger, CEO and cofounder of Vrity, outlined a cross-section of consumer attitudes about how they relate to brands that outwardly articulate their values. Among their findings: Consumers said they will vote with their wallets when […]