Published: 09 May 2015
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.
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