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For CMO Professionals

Make Meaning For Consumers And Employees To Drive More Success

Unlock Customer Value By Understanding What Your Brand Means

November 20, 2019

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Why Read This Report

Declaring your values feels like a minefield today: Messages can inflame audiences without warning. CMOs must look beyond values-based consumers' surface-level needs to establish how their brand can satisfy their deeper desires. Our analysis of multimodal data, executive interviews, and academic research reveals that values-based consumers and employees are striving to restore meaning to their lives. Use this report to understand how people make meaning, its commercial implications, and how to contribute to it.

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Table of Contents

  • Many Firms Take A Misguided Approach To Values
  • The Right Approach: Values That Make Meaning
  • Making Meaning Drives Business Success
  • Make Meaning For Consumers And Employees
  • Recommendations

  • Company Values Are A Path To Prosperity
  • Supplemental Material
  • Related Research Documents

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