When Brands Must Prove That Growth Can Also Have Meaning and Conscience
Conscience, impact, and branding: how to integrate value, results, and responsible growth into credible brands.
Belonging values could be self-expression values… couldn’t them?
It looks like a Canadian question» and actually, it is!… The reason why is because I’m using two great examples of Canadian ads. Both are from Molson beer, both are based on belonging values»¦ both are empowering self-expression.
This could be consider as a dichotomy. By definition, there are two main families (allow me to say this in this manner) of values, belonging and self-expression ones.
If you see the first ad, you’ll discover clearly values related to the nation, the key values and behaviours of its people»¦
If you see this second one, they show by contraposition, values they have and make them different from Americans»¦ They are Canadians or as Joe said, I am Canadian»¦
So the table is served»¦ Sense and sensibility is present»¦ A strong identity is behind the scene»¦ the brand image is there only for a second»¦ Molson»¦
Could we consider that in FMCG «“Fast Moving Consumer Goods, the tribes are based on this exquisite relation between belonging and self-expression values?
Other Insights
What Mark Ritson and Byron Sharp’s Cannes Debate Still Leaves Unresolved
Mark Ritson and Byron Sharp arrived at Cannes as marketing’s favourite intellectual rivals, but they agreed on five essential ideas
Culture, Leadership, Branding
Culture, leadership, and branding: how to turn internal purpose into behaviours, experiences, and sustainable value.
Hybrid Experiences and Brand | When Customers Distinguish Between Coherence and Incoherence
Hybrid experiences and brand: how to turn physical and digital channels into coherent, valuable relationships