In his book Grow fellow ex-P&Ger stipulates his belief that brands and companies formed around one of five fundamental human values outperform others. He hired Millward Brown to research his premise.
Sure enough companies that impact one of five human values do better. Values include:
* Eliciting Joy (Coca-Cola).
* Enabling Connection (Starbucks).
* Inspiring Exploration (Google, Apple).
* Evoking Pride (Mercedes-Benz).
* Impacting Society (Saving the World, Tom's, Patagonia).
Startups take note. Place your new widget and company in a larger context by understanding how you brand to be will impact fundamental human values. Pick one as the most important and include it in your elevator pitch.
Here is a perfect example of how to align campaigns around fundamental human values that just rolled across @ScentTrail from IBM:
Be a member of IBM Academic Initiative to get no-charge access to hardware, software, courseware and training - http://ow.ly/etXXg
IBM is impacting society with the initiative to make courseware available without charge. Well done.