The Measure of a Brand – Your Brand’s Moral Foundations and Its Bottom Line
In a previous post, we reported findings from a study in which we had adapted Haidt’s Moral Foundation theory to measure the moral and ethical values of a brand. Using Jonathan Haidt’s framework for measuring what he calls people’s “Moral Foundations” we created a methodology that successfully was able to do the same for brands; our findings, about the relevance of different moral values of brands to political conservatives and liberals, closely converge on Haidt’s measurement of people’s values. In this post, we show that moral values are related to many conventional brand attitudes and attributes. This means that moral values can impact the value of a brand and its branded business. Specifically, we show the progressive and hierarchical nature of Moral Foundations’ influence on brand development.
To Thine Own Brand Be True – Knowing Your Brands Moral Foundation
The personality of a brand is routinely measured utilizing the same descriptors used for classifying the personalities of people. However, until now, there was no way we were aware of to measure the moral and ethical values of a brand. We thought it would be illuminating to develop such an instrument. Adapting Jonathan Haidt’s framework for measuring what he calls people’s “Moral Foundations” we created a methodology that successfully was able to do just that; our findings, about the relevance of different moral values of brands to political conservatives and liberals, closely converge on Haidt’s. In the light of the increasingly divisive and polarized atmosphere in the United States and many countries, worldwide, we feel the measurement of a brand’s Moral Foundations is not just another brand model, but an essential tool for managing that brand’s political and financial futures.
What Has Love Got to Do with It?…Does Your Brand Love You?
What has Why got to do with it Anyway?
Exploring Cross Cultural Consumer Brand Relationships
Consumer Brand Relationships with Digital Brands
Identification and Measurement of Consumer Brand Relationships
Relational branding – A New Paradigm for Modeling Marketplace Effects of CBR
A Brand for All Media
BlackBar Managers Selected as Keynote Speakers at BBR Conference
The presentation content will address the following areas:
- Improving management of a common brand in Latin America and in USA by uncovering cultural differences in Consumer Brand Relationships to assist positioning and activation in each country.
- Quantifying the similarities and differences in the composition /components of Consumer Brand Relationships in the USA and Mexico for 10 different categories
- A focused comparison on the power of CBR in CPG ,finance, retail and digital in Mexico and USA
- Assessing the relative power of CBR to:
- Strengthen customer franchises
- Contribute to pricing power
- Influence the level and valiance of consumer brand communication
BlackBar Consulting Session at the 3rd International Consumer Brand Relationship Colloquium
BlackBar Consulting Founding Partners, Max Blackston and Ed Lebar, will be presenting “The Business Case for Consumer Brand Relationships” at the 3rd International Consumer Brand Relationship Colloquium, September 26-28, 2013, Winter Park (Orlando), Florida, USA.
The purpose of the conference is to create and spread knowledge of Consumer Brand Relationships and their impact on marketing productivity. The conference and its papers appeal to both academics and practitioners interested in marketing innovations.
Max Blackston Keynotes at Susan Fournier’s Consumer Brand Relationships conference
Max Blackston gave this presentaton as a keynote speaker at Susan Fournier’s Consumer Brand Relationships 2013 conference at Simmons College in Boston.