Plenty of companies have built their brands on promises based on addressing fears – the needs for protection, for reassurance, for status, for achievement, recognition and so on – in a world where so many of those things are portrayed as being at risk.
In a few days, Netflix will release the much-anticipated second season of Stranger Things. The popular, nostalgic homage to 1980s sci-fi/thrillers is part of a growing number of TV-worlds that reflect stand-out traits of the collective journey.
If you talk about uncertainty, humility, and market feedback long enough, you’re sure to crash headfirst into the legend of Steve Jobs.
As Hilton Barbour has observed, the culture you have is defined by the behaviors you tolerate, despite what your values may or may not say.
Knowing how customers make buying decisions (and how they judge the relative value of one brand over another) is important because it provides insights into the different value-enhancement strategies marketers can use to enhance the brand’s value and strengthen brand admiration.
