Introduction

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. 

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Introduction

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.

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Presented by keynote speaker Max Blackston at Susan Fournier’s Consumer Brand Relationships conference on May 17,2013 at Simmons College in Boston Mass.
BBR conferenceBlackBar Consulting Managing Partners Max Blackston, Ed Lebar, and JP Carrero will be featured keynote speakers at the 2014 Brands and Brand Relationships conference in Boston, Massachusetts in May. The topic of their talk is “Assessing Cross-Cultural Relationship Efficacy in Mexico and the United States.

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  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 gave this presentaton as a keynote speaker at Susan Fournier’s Consumer Brand Relationships 2013 conference at Simmons College in Boston.

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