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
Anjali Lai, null
Anjali Lai
With contributors:
Keith Johnston , Rick Parrish , Jim Nail , Samuel Stern , Nick Monroe , Lexie Lawhon , Alex Schanne , 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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