I recently came across an insightful research report by Elliott and Davies that explores a significant shift in how we, as consumers, interact with brands. Brands today are no longer just about selling products—they’ve become symbolic resources that help us construct and express the identities we aspire to within our social spheres.
Elliott and Davies’ findings reinforce this idea, highlighting how a brand’s internal values and cultural expression are most impactful when they feel authentic and align seamlessly with its external image. In today’s transparent marketplace, I believe consumers naturally gravitate toward brands that genuinely live up to their stated values. When there’s a clear connection between what a brand promises and how it behaves in the real world, trust and loyalty follow.
For brands looking to stand out in a crowded market and build genuine communities, reflecting the values and cultural aspirations of their audience is crucial. Authenticity and cultural alignment aren’t just buzzwords to me—they’re the foundation for creating meaningful, lasting connections.
