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Values-Based Marketing

FergusonValues people

What do you want your organization to be known for?

How do you want others to remember it?

What’s your competitive advantage?Robert Consulting Collage 600x285

The use of values in business — both for-profit and not-for-profit — has been around for many years.  Though it is not a new concept, the integration of narrowly-defined values to strategically drive an organization forward has been rare.

Most people know the term ‘values’ from the common organizational statements of Mission-Vision-Values, which are generally defined as follows:

Robert Presenting Values SheetMission – the purpose of the organization.  This answers the question: “What am I supposed to do today?”

Vision – the goal of the organization. This answers the question: “Where are we going?

Values – the guiding principles of the organization. This answers the question” “How am I expected to behave, here?”

While many organizations have clearly stated their mission, vision and core values for all to see, there is a difference between simply stating values and strategically applying them.

Building competitive differentiation into an organization requires a foundation of values that are uniquerelevant, and sustainable–and that make a difference.

Values-Based Marketing is the application of differentiating values that define a unique positioning and develop a competitive advantage – ultimately building a successful business and a great brand. Included in values-based marketing are:

  • cause marketing integrating with your values
  • insight gathering
  • determining brand essence via values


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