Value-Based Marketing. What Does Your Customer Believe In?

Simply listing a product’s features is no longer enough to convince a customer to buy it. More and more often, people choose brands not for their functions, but for their meaning. They look for brands that reflect their own beliefs, worldview, and position on issues that matter to them. This requires brands to be extremely precise and empathetic, and to be ready to address objections in a meaningful way. One wrong move can permanently damage trust. In BRICS+ countries, where cultural codes, beliefs, and social contexts can be very different, building a values-based brand position becomes an even greater challenge. How can a brand communicate its values in a way that feels equally relevant in Mumbai, Shanghai, and São Paulo?

• What defines the values and identity of a fashion brand today — sustainability, inclusivity, cultural heritage, local identity, or something else — and how does this differ across BRICS+ countries?
• How can brands understand and interpret consumers’ deeper beliefs when traditional surveys and focus groups do not provide the full picture?
• How can brands communicate their values so that they resonate with local audiences while remaining relevant for international expansion?
• Where is the line between a brand taking a genuine position on important issues and simply using current trends for marketing purposes?
• How should brands respond to objections in values-driven marketing when their beliefs differ from those of part of their audience?
• How can the effectiveness of values-driven marketing be measured? Which metrics show that a brand’s values truly resonate with its audience?
• Which mistakes in values-based positioning can be the most damaging, and how can brands avoid them at different stages of their development?