After our intro to assessing brands, we now add a new dimension: values-based branding, that attempt that can hit or miss that aims to tightly tie brand and behavior to value signaling and an offer of being “values-aligned” with a product, service, or company.
Why does this seem to be fertile ground, and is it, really? That question is why we brought in Irwin Kula for his perspective on how we belong, believe, and matter has morphed… making these values-based offerings so easily exploitable for companies. How will this play out? Let’s jump in.
