Values branding builds loyalty, community - The Packer

Values branding builds loyalty, community

02/28/2014 10:26:00 AM
Chuck Robinson

On the other hand, though, I appreciate the zeal that values branding brings to a product or company.

False or half-hearted commitment must be anathema to values branding, but finding the right message has to require experimentation.

However, consumers are looking for authenticity. We also are looking for shared values, which suggests values branding may be a valuable marketing tool.

We have watched Cal Giant’s commitment to its values marketing take root over the years, for instance, and I think it must be building consumer brand loyalty.

I suspect Chipotle also is finding a way to break through the clutter. I hope they sell a lot more lettuce, peppers, onions and avocados by doing it.

crobinson@thepacker.com

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