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.