Brands Taking Stands: Engaging the Consumers Who Share Your Values

In many industries—especially where product quality and price no longer differentiate—consumers are looking closer and buying based on what a brand stands for. They’re looking for a brand that shares their values and is doing good in the world. But "doing good" is in the eye of the beholder. The way one person evaluates a brand or company’s purpose can be vastly different from her neighbor, and while both might be interested in American manufacturing, the one might prioritize job creation while the other focuses on innovation as a means of ensuring global competitiveness. Learn how to identify and market to different segments. After this session, you’ll be able to:

• Identify your “consumers of the future,” or those who buy based on what a brands stands for
• Use social data to segment these consumers based on the interests and values that align to your brand
• Develop highly-tailored content, channel and amplification strategies to reach and motivate each segment
• Measure the efficiency and impact of this approach via campaign performance data and opinion surveys