Brands Benefit from Promotion of Social Values

Every brand needs to do four jobs for its customers: functional (what the products do); emotional (how I feel when I use the products); economic (do I feel this is a good use of my dollars); and social (help me feel connected and socially responsible). The social value of brands has been gaining quite a bit of momentum since the early 2000’s. Think of all the commercials you see where companies tout how they are good corporate citizens. They are trying to let you know that if you buy their products, you can feel good about your purchase.

Cynical? In some cases, yes. But if brands can truly discover not only what creates and emotional connection with their customers, but demonstrate a hgher social value (what Dave Norton calls “brand truth”), then they can pull away from their competitors. Consider the Body Shop.

Brand and product positioning based on higher social and emotional value can command a premium price in the market. Think ethos water, organic clothing for children, working vacations to Costa Rica vs. Cancun.

The social job is not always the most important and cannot be done at the sacrifice of brand trust. But it can add to your brand’s value.

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