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Brand Values Alignment - Page 2 of 3 - Branding Strategy Insider

Leading brands are always differentiated by their shared values. If the values your brand represents are not aligned to the values of your target customer, no amount of marketing will move them to your brand. Customers build an emotional connection with brands whose values align with their own. This alignment separates brands that lead and brands that follow.
The Power Of Brand Values Alignment

The Blake Project’s research over the past twelve years has shown that brands whose values align with their customers’ values have much stronger brand equity as measured by brand preference, loyalty and emotional connection. I recently read Jim Stengel’s book, Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies. He has come to a similar conclusion after researching 50,000 brands in conjunction with Millward Brown Optimor.

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