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. […]

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 […]

Laying the Values Smackdown

How a wrestling start-up is showing the importance of employee empowerment World Wrestling Entertainment (WWE) has been the undisputed champion in professional wrestling for decades. Competitors have come and gone, but never gave the champ a true challenge. Until now. All Elite Wrestling (AEW) is having a moment. Big name stars are switching from WWE […]

As Values Rise, Gravity Falls

Last week, Patagonia made headline news. Each story begins like this: “Patagonia Dumps Jackson Hole,” or “Patagonia Blacklists Ski Resort,” or “Patagonia Boycotts Jackson Hole.” When an unfortunate hiker takes a spill down a mountain, the headlines don’t read, “Gravity Attacks Hiker.”  In terms of values-driven businesses, Patagonia is a vanguard. They have shown time […]