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That's now up to a 11% contribution. Integrity? Up from 2% to a 6% contribution. There are other "hard" values at work as well. But just removing that 37% from the brand equation leaves an awful lot of shoring up for relatively less important image items like "cultivated" or "elegant" to do!
For many years, brands that were invested in a single person and were legitimately seen to be "elegant" or "creative" or "having a wide range of colors and patterns to fit my home" were anchored in values like "trust," "integrity," and in many cases real "ethics...
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Now brands have to work to earn those values. "If you don't know where your brand's core customer values lie, you risk losing everything ¬ your brand, your customers, and your profits," noted Passikoff
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