Brands can’t always control pricing – particularly during an inflationary cycle – but instead they can focus on the other elements that got consumers buying them in the first place.

Why it matters

Many of the elements that consumers value about particular brands have nothing to do with price, and these “value vindicators” create a pathway toward being able to create some protection when prices are rising.

Takeaways

• Brands need to discern what it is they uniquely solve, amplifying the beliefs, bonds, and emotional common ground that consumers consider to be value vindicators.
• This is usually irrespective of price, and...