How brand values have been devalued

Giles Lury

Explains how brands should be transparent about what they do and don't do, and how their beliefs impact on how they do business, using examples from Disney, Chipotle and Innocent.

Without naming names, the list of values shown in Figure 1 (below) is taken from the 'About Us' section of the website of one of the 100 Most Valuable Brands, 2016 (according to Interbrand). It could probably have come from many of the top 100.

Analysis conducted by The Value Engineers on the published brand values of those top 100 brands shows that when given the option to define a brand's values, marketers often default to the easy and now overused single-word answers – caring, integrity, innovative, for example. The top 20 values of the top 100 global brands in...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands