Why Are Fundamental Human Values Critically Important for Successful, Enduring Brands?

What does Jif Peanut Butter teach us about impactful strategic marketing wins available to virtually every business and organization?

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Your new product could be almost anything.

A smart phone, peanut butter, a rock star, or even a politician.

But no matter what the product, the most important strategic marketing move you can make is to align your product from the very beginning with one or more fundamental human values.

What are fundamental human values?

They are values that are core to what it is to be a human being. They are values that don’t really change over time. They include things like:

• A mother’s love for her child
• Connecting with friends
• Commitment to family
• Love for friends
• Wanting to be a smart and capable person
• Wanting to be a good person
• A sense of justice

Fundamental human values (“FHV’s”) don’t change over time, so as long as your branding remains aligned with one or more FHV’s, your product is more…