From Brand Strategy Insider: A shared value is a belief that both the brand and consumer have about a brand’s higher purpose, philos­ophy, culture and contri­bu­tion. At the heart of enduring brand story­telling, shared values will be the only reason people will notice, listen and act.

Brands can’t market their way to making people care about the value they claim to provide. Besides consumers don’t care about your marketing anyway–their atten­tion spans and toler­ance grows ever shorter. Clutter grows expo­nen­tially. · Go to Shared values in brand story­telling →