Economics is about deciding what’s valuable. After the re-set in the global economy, people everywhere are re-evaluating and sorting out what is valuable in their lives and what is not.
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Thomson Dawson, Author at Branding Strategy Insider - Page 6 of 20
For brand owners who care about building an enduring and valuable brand, the 2013 JC Penney drama offers an excellent learning opportunity.
A shared value is a belief that both the brand and consumer have about a brand’s higher purpose, philosophy, culture and contribution. At the heart of enduring brand storytelling, shared values will be the only reason people will notice, listen and act.
The source code of value creation BEGINS with formless creative thought not data. Formless thought in the creative mind is where crazy ideas come from. Crazy ideas have changed the world many times over. Knowing this, it’s surprising many marketers still don’t trust the crazy idea when it shows up.
We are all living in the digital age. Put another way we are now living in the age of community. It’s a brave new world confounding marketing people in every business category. Within this digital age of community, consumers now opt in or opt out. For marketers, no longer is the conversation about persuasion to buy, rather it’s about to join.