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Consumers no longer want only a great product - they want to buy products from companies that align with their own character and values.

People do care where their food, or other goods, comes from, not merely if the price is right. And that means no business can afford to ignore the impacts their buying practices have on producers and on the perceptions and choices of consumers.

Customers don't just want to shop: they want to feel that the brand understands them.

Companies are very, very good - better than consumers themselves - at knowing what consumers are actually craving.

People buy products if they're better.

Customers want high-quality food, good service, and good store experience, and most retailers fail to deliver on those.

Suppliers and especially manufacturers have market power because they have information about a product or a service that the customer does not and cannot have, and does not need if he can trust the brand. This explains the profitability of brands.

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.

We provide food that customers love, day after day after day. People just want more of it.

People shouldn't have to spend a lot of money to get high-quality clothing.