Gartner Research

How to Build a Shared Value: Ideation Guide

Published: 09 May 2015

ID: G00341150

Analyst(s): Marketing Research Team


A shared value is a mutual belief that both your brand and your consumers have a higher purpose, passion or philosophy that has meaning beyond a specific product category or industry. Use the Shared Value Ideation Guide to: set up an ideation meeting for identifying or evaluating and refining your brand’s shared value, identify a value that your brand shares with its target consumers, synthesize inputs from different shared value characteristics to create a single shared value statement, conduct a litmus test for the shared value’s “stickiness," and identify existing assets that align to your brand's shared value statement.

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.