Best Practice Report

Make Meaning For Consumers And Employees To Drive More Success

Unlock Customer Value By Understanding What Your Brand Means

November 20th, 2019
AL
Anjali Lai
With contributors:
Keith Johnston , Rick Parrish , Alex Schanne , Jim Nail , Samuel Stern , Nick Monroe , Lexie Lawhon , Rachel Birrell

Summary

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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