The currency of universal values make brands innately sharable.
Sentiment: POSITIVE
Brands' products should be the manifestation of a company's values. Those values should be the subject of all sorts of wonderful stories that comprise your company's narrative.
Even though people are under economic pressure, they still want to support those brands with values that are compatible with their own.
Brands are facing a new competitive landscape in which self-definition, core values and purpose will increasingly define their ability to reach customers that only allow what is meaningful in their lives to pass through their filter.
Any entrepreneur worth their salt knows that their brand is worthless if it doesn't somehow contribute to society or the overall good of the planet.
Consumers no longer want only a great product - they want to buy products from companies that align with their own character and values.
I'm a massive believer in brands. Silicon Valley has tried to reprogram everybody to think brands aren't valuable. Or theirs are, but yours aren't.
Some values must be universal, like human rights and the equal worth of every human being.
Brands are all about trust. That trust is built in drops and lost in buckets.
It's very important for a brand to have an identity through the years, but it's very important as well to evolve because times change so fast.
Your brand is your public identity, what you're trusted for. And for your brand to endure, it has to be tested, redefined, managed, and expanded as markets evolve. Brands either learn or disappear.