What are Brand Values and How to Create Them in 2024

Key Takeaways

• Foundation for Success: Brand values are the cornerstone of successful branding strategies in 2024, guiding businesses in building authentic connections, fostering trust, and driving long-term loyalty among consumers.
• Strategic Crafting: Crafting compelling brand values involves a strategic approach, from conducting research and defining core principles to communicating values internally and integrating them across all touchpoints.
• Continuous Adaptation: In the dynamic landscape of modern business, brand values must evolve and adapt to changing market trends, consumer expectations, and societal shifts while staying true to the brand’s identity and purpose.

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In the ever-evolving landscape of modern business, establishing a robust brand presence goes beyond just showcasing products or services. Today, consumers seek deeper connections with the brands they support, ones that resonate with their values, beliefs, and aspirations.

As we delve into the heart of 2024, the significance of brand values has only magnified, becoming a cornerstone of successful marketing strategies and long-term brand loyalty.

But what exactly are brand values, and how can businesses effectively cultivate and communicate them in this dynamic era?

In this comprehensive guide, we’ll embark on a journey to explore the essence of brand values and equip you with the insights and strategies needed to craft compelling and authentic connections with your audience.

At its core, brand values encapsulate the fundamental principles and beliefs that guide a company’s behavior, decisions, and interactions with stakeholders.

They serve as the moral compass that shapes every aspect of a brand’s identity, from its messaging and visual aesthetics to its corporate culture and social responsibility initiatives.

In essence, brand values represent the soul of a brand, reflecting its purpose, vision, and commitment to making a positive impact on the world.

As we step into 2024, the landscape of brand values is undergoing a profound transformation, driven by shifting consumer expectations, societal trends, and technological advancements.

Today’s consumers are not merely passive spectators but active participants in shaping the brands they engage with.

They demand transparency, authenticity, and accountability from the companies they support, and brand values play a pivotal role in meeting these expectations.

One of the defining trends shaping brand values in 2024 is the increasing emphasis on social and environmental responsibility.

As global issues such as climate change, social inequality, and ethical sourcing continue to gain prominence, consumers are scrutinizing brands’ actions and holding them accountable for their impact on society and the planet.

In response, forward-thinking companies are integrating sustainability, diversity, and ethical practices into their core values, not just as a PR strategy but as a genuine commitment to driving positive change.

Moreover, the rapid advancement of technology is reshaping the way brands communicate and express their values in the digital realm.

With the rise of social media, AI-powered marketing tools, and immersive digital experiences, brands have unprecedented opportunities to connect with consumers on a personal level and amplify their message to a global audience.

However, this digital revolution also brings new challenges, such as navigating online reputation management, combating misinformation, and maintaining authenticity in a virtual landscape.

Against this backdrop of change and innovation, the need for businesses to craft meaningful and resonant brand values has never been more urgent.

Whether you’re a budding startup or an established corporation, the ability to articulate and embody your brand values effectively can spell the difference between success and obscurity in today’s competitive market.

Throughout this guide, we’ll delve deep into the intricacies of brand values, exploring the key elements that define them, the strategies for creating and communicating them, and the real-world examples of brands that have mastered the art of values-driven marketing.

From conducting in-depth research and defining your core values to integrating them across all touchpoints and evaluating their impact, we’ll provide you with a roadmap for building a brand that not only resonates with your audience but inspires lasting loyalty and advocacy.

So, join us as we embark on this journey to unlock the power of brand values in 2024 and beyond.

Whether you’re a marketer, entrepreneur, or business leader, this guide will equip you with the knowledge and tools needed to forge authentic connections, foster trust, and drive meaningful change through the power of your brand values.

Before we venture further, we like to share who we are and our digital experiences.

About AppLabx

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AppLabx is well known for helping companies and startups use Brand Marketing to drive traffic to their websites and web apps.

At AppLabx, we understand that no two businesses are alike. That’s why we take a personalized approach to every project, working closely with our clients to understand their unique needs and goals, and developing customized strategies to help them achieve success.

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What are Brand Values and How to Create Them in 2024

1. Understanding Brand Values
2. The Evolution of Brand Values in 2024
3. Key Elements of Effective Brand Values
4. Strategies for Crafting Compelling Brand Values
5. Tools and Resources for Creating and Refining Brand Values

1. Understanding Brand Values

In the realm of marketing and branding, understanding the essence of brand values is paramount to building a strong and resilient brand identity.

Let’s delve deep into what brand values are and why they are crucial for businesses in 2024.

What are Brand Values?

• Definition: Brand values encompass the fundamental principles, beliefs, and ideals that guide a company’s behavior, decisions, and interactions with stakeholders.
• Core Pillars: They serve as the foundation upon which a brand’s identity is built, shaping its culture, messaging, and overall brand experience.
• Alignment with Purpose: Brand values are intrinsically linked to a company’s purpose and mission, reflecting its commitment to making a positive impact on society and the world.

Importance of Brand Values in 2024

• Consumer Expectations: In today’s hyperconnected world, consumers seek more than just products or services; they crave authentic connections with brands that share their values and beliefs.
• Differentiation: Brand values provide a unique opportunity for businesses to differentiate themselves in a crowded marketplace, setting them apart from competitors and fostering brand loyalty.
• Trust and Credibility: Brands that demonstrate consistency and authenticity in their values build trust and credibility with consumers, leading to long-term relationships and advocacy.

Examples of Brand Values Done Right

• Patagonia: Known for its commitment to environmental sustainability, outdoor apparel brand Patagonia embodies its values through initiatives like the “Worn Wear” program, which promotes garment repair and reuse.
• Ben & Jerry’s: Ice cream company Ben & Jerry’s is renowned for its social activism and advocacy on issues such as climate change, LGBTQ+ rights, and racial justice. Their brand values are deeply ingrained in their mission statement and reflected in their product offerings and marketing campaigns.
• Tesla: Tesla’s brand values center around innovation, sustainability, and the transition to renewable energy. Through products like electric vehicles and solar technology, Tesla exemplifies its commitment to a cleaner, more sustainable future.

Evolving Trends in Brand Values

• Social Responsibility: Brands are increasingly expected to take a stand on social and environmental issues, leveraging their influence to drive positive change and address pressing societal challenges.
• Diversity and Inclusion: With a growing emphasis on diversity, equity, and inclusion (DEI), brands are prioritizing inclusivity in their values and practices, fostering diverse and equitable workplaces and representing diverse voices in their marketing.
• Tech Integration: As technology continues to shape consumer behavior and communication channels, brands are incorporating technological advancements into their values, embracing innovation and digital transformation.

Case Study: Starbucks

• Brand Values: Starbucks, the global coffee chain, is built on a foundation of values such as community, sustainability, and ethical sourcing.
• Community Engagement: Through initiatives like the Starbucks Foundation and community service projects, Starbucks fosters a sense of belonging and social responsibility among its employees and customers.
• Sustainability Commitment: Starbucks has made significant strides in sustainability, from sourcing ethically grown coffee beans to implementing eco-friendly practices in its stores and operations.
• Employee Well-being: Starbucks prioritizes the well-being of its employees through benefits like healthcare, education assistance, and career development opportunities, reflecting its values of inclusivity and empowerment.

In summary, understanding brand values is essential for businesses seeking to build meaningful connections with consumers, differentiate themselves in the marketplace, and drive positive change in society.

By aligning their actions with their values and embodying authenticity and integrity, brands can create lasting impact and foster loyalty among their audience.

2. The Evolution of Brand Values in 2024

In the dynamic landscape of modern business, brand values are not static; they evolve in response to shifting consumer expectations, societal trends, and technological advancements.

Let’s explore how brand values are evolving in 2024 and the key factors driving this transformation.

Current Trends Shaping Brand Values

• Impact of Social and Environmental Responsibility:
  • Consumers are increasingly concerned about the social and environmental impact of the brands they support.
  • Brands are integrating sustainability into their values, adopting eco-friendly practices, and investing in initiatives to reduce their carbon footprint.
  • Example: Unilever‘s Sustainable Living Plan, which outlines the company’s commitment to reducing environmental impact and improving social welfare.
• Emphasis on Diversity, Equity, and Inclusion (DEI):
  • Inclusion has become a central theme in brand values, with consumers demanding greater diversity and representation in advertising and corporate culture.
  • Brands are prioritizing diversity and inclusion in hiring practices, marketing campaigns, and product development.
  • Example: Nike‘s “Equality” campaign, which celebrates diversity and promotes inclusivity through sports.
• Technological Advancements and Brand Values:
  • Technology continues to shape how brands communicate, interact, and express their values.
  • Brands are leveraging digital platforms, artificial intelligence, and augmented reality to engage with consumers in innovative ways and amplify their values.
  • Example: Google‘s “Be Internet Awesome” campaign, which uses interactive games and educational resources to promote online safety and digital citizenship among children.

Adapting to Changing Consumer Expectations

• Demand for Transparency and Authenticity:
  • Consumers expect brands to be transparent about their values, practices, and impact on society.
  • Brands that demonstrate authenticity and honesty in their communications build trust and credibility with their audience.
  • Example: TOMS‘ One for One model, which transparently communicates the company’s commitment to giving back by donating a pair of shoes for every pair purchased.
• Personalization and Customization:
  • As consumers seek personalized experiences, brands are tailoring their values and messaging to resonate with specific audience segments.
  • Brands that understand their customers’ values and preferences can create more meaningful connections and drive loyalty.
  • Example: Netflix‘s recommendation algorithm, which personalizes content based on individual viewing habits and preferences, aligning with the company’s value of providing personalized entertainment experiences.
• Empowerment and Social Impact:
  • Brands are empowering consumers to make a positive difference in the world by aligning their values with social impact initiatives.
  • By engaging consumers as partners in social change, brands can inspire activism and create a sense of shared purpose.
  • Example: Lush‘s Charity Pot program, which donates proceeds from the sale of select products to grassroots organizations working on environmental conservation, animal welfare, and human rights issues.

Navigating the Intersection of Brand Values and Technology

• Digital Ethics and Responsibility:
  • With the increasing integration of technology into brand values, brands must navigate ethical considerations related to data privacy, algorithmic bias, and digital manipulation.
  • Brands that prioritize ethical practices and respect consumer privacy build trust and credibility in the digital space.
  • Example: Apple‘s commitment to user privacy, exemplified by features like App Tracking Transparency and end-to-end encryption, aligning with the company’s value of protecting user data.
• Innovative Brand Experiences:
  • Technology enables brands to create immersive and interactive experiences that bring their values to life in innovative ways.
  • Brands that leverage technologies like virtual reality, augmented reality, and interactive storytelling can engage consumers on a deeper level and communicate their values more effectively.
  • Example: LEGO‘s LEGO Ideas platform, which allows fans to submit and vote on new LEGO sets, empowering the community to shape the brand’s product offerings and values.

3. Key Elements of Effective Brand Values

Crafting compelling brand values requires careful consideration of several key elements that define the essence of your brand and resonate with your audience.

Let’s explore these elements in detail and how they contribute to the effectiveness of brand values.

Authenticity

• Genuine Expression: Authenticity is the cornerstone of effective brand values, requiring brands to genuinely embody their values in every aspect of their operations and communications.
• Building Trust: Authentic brands foster trust and credibility with consumers by staying true to their values and maintaining consistency in their actions.
• Example: Dove’s Real Beauty Campaign is a prime example of authenticity in action. By championing diversity and challenging beauty stereotypes, Dove has built a strong brand identity rooted in authenticity and inclusivity.

Consistency

• Unified Messaging: Consistency is essential for ensuring that your brand values are reflected consistently across all touchpoints, from marketing materials to customer interactions.
• Cohesive Brand Experience: Consistent branding builds brand recognition and reinforces your brand values, creating a cohesive brand experience for consumers.
• Example: Coca-Cola‘s iconic branding has remained consistent for decades, conveying a message of happiness, optimism, and togetherness that aligns with the brand’s core values.

Relevance

• Understanding Your Audience: Effective brand values are relevant to your target audience’s needs, preferences, and values, resonating with them on a personal level.
• Adapting to Changing Trends: Brands must stay attuned to evolving consumer trends and societal values to ensure that their brand values remain relevant and impactful.
• Example: Nike’s “Just Do It” Campaign has remained relevant for decades by tapping into the universal human desire for inspiration, empowerment, and achievement.

Differentiation

• Setting Your Brand Apart: Brand values serve as a unique differentiator, setting your brand apart from competitors and attracting consumers who share your values.
• Creating Emotional Connections: Brands that differentiate themselves through their values create emotional connections with consumers, fostering loyalty and advocacy.
• Example: Apple‘s brand values of innovation, design excellence, and user experience have set the company apart in the technology industry, appealing to consumers who value creativity, aesthetics, and simplicity.

Flexibility

• Adaptability to Change: Effective brand values are flexible and adaptable, allowing brands to evolve and respond to changing market conditions, consumer preferences, and societal trends.
• Balancing Consistency and Innovation: Brands must strike a balance between consistency in their core values and the flexibility to innovate and adapt to new challenges and opportunities.
• Example: LEGO has adapted its brand values over the years to stay relevant to new generations of children, while still maintaining its commitment to creativity, learning, and play.

4. Strategies for Crafting Compelling Brand Values

Crafting compelling brand values requires a strategic approach that aligns with your brand’s identity and resonates with your target audience.

Let’s explore some effective strategies for crafting brand values that leave a lasting impression.

Conducting Research

• Audience Insights: Start by gaining a deep understanding of your target audience’s demographics, psychographics, values, and preferences.
• Market Analysis: Conduct market research to identify trends, competitors’ values, and opportunities for differentiation.
• Example: Airbnb conducted extensive research to understand the needs and desires of its target audience, leading to the development of brand values centered around community, belonging, and cultural exchange.

Defining Core Values

• Identifying Beliefs and Principles: Define the core beliefs, principles, and ideals that define your brand’s identity and guide its behavior.
• Aligning with Purpose: Ensure that your brand values align with your brand’s purpose, mission, and long-term objectives.
• Example: IKEA‘s core values of sustainability, affordability, and design excellence are deeply rooted in the company’s mission to create a better everyday life for the many people.

Communicating Values Internally

• Employee Engagement: Engage your employees in the process of defining and embodying your brand values, fostering a sense of ownership and commitment.
• Training and Education: Provide training and educational opportunities to help employees understand and internalize the brand values and their role in bringing them to life.
• Example: Zappos‘s “Culture Book” is a testament to the company’s commitment to its core values of delivering “WOW” through service, embracing change, and pursuing growth and learning.

Integrating Values Across Touchpoints

• Consistent Branding: Ensure that your brand values are integrated consistently across all brand touchpoints, including marketing materials, customer interactions, and product experiences.
• Visual and Verbal Expression: Use visual and verbal cues to communicate your brand values effectively, such as through brand messaging, design elements, and storytelling.
• Example: Starbucks exemplifies consistent branding by incorporating its values of community, sustainability, and quality into every aspect of the customer experience, from store design to product packaging.

Evaluating and Refining

• Monitoring Performance: Regularly monitor and evaluate the effectiveness of your brand values in driving brand perception, customer loyalty, and business performance.
• Feedback and Iteration: Solicit feedback from customers, employees, and stakeholders to identify areas for improvement and refinement of your brand values.
• Example: Google continuously evaluates and refines its brand values through feedback mechanisms such as employee surveys, customer feedback loops, and data analytics, ensuring that its values remain relevant and impactful in a constantly evolving landscape.

Crafting compelling brand values is an ongoing process that requires careful planning, alignment, and execution.

By following these strategies and staying true to your brand’s identity and purpose, you can create brand values that resonate with your audience, differentiate your brand in the marketplace, and drive long-term success and loyalty.

5. Tools and Resources for Creating and Refining Brand Values

Creating and refining brand values requires access to the right tools and resources to guide the process effectively.

Let’s explore some valuable tools and resources that can aid in the development and refinement of brand values.

Brand Value Assessment Tools

• Brand Assessment Surveys: Use surveys and questionnaires to gather feedback from employees, customers, and stakeholders on their perceptions of your brand’s values.
• Brand Archetype Assessments: Utilize brand archetype assessments to identify the underlying motivations, characteristics, and values that define your brand’s personality.
• Example: The Brand Asset Valuator (BAV) is a widely used tool for assessing and measuring brand strength, including dimensions such as differentiation, relevance, esteem, and knowledge.

Workshops and Training Sessions for Employees

• Brand Values Workshops: Conduct workshops and training sessions to engage employees in defining and embodying the brand values, fostering a culture of alignment and commitment.
• Values-Based Leadership Training: Provide leadership training programs that emphasize the importance of values-driven leadership and empower managers to role model and reinforce the brand values.
• Example: Apple conducts regular training sessions for its employees, known as “Apple University,” which focuses on instilling the company’s core values of innovation, excellence, and customer-centricity.

Industry Reports and Insights for Trends Analysis

• Market Research Reports: Access industry reports and market research studies to gain insights into consumer trends, competitor strategies, and emerging values-driven market opportunities.
• Trend Forecasting Platforms: Utilize trend forecasting platforms and services to stay ahead of evolving consumer values, cultural shifts, and industry trends.
• Example: TrendWatching is a leading trend forecasting agency that provides insights and analysis on emerging consumer trends, helping brands anticipate and adapt to changing market dynamics.

Brand Strategy Consultants and Agencies

• Brand Strategy Consultancies: Engage with brand strategy consultancies and agencies that specialize in brand development, positioning, and values alignment.
• Creative Agencies: Collaborate with creative agencies to bring your brand values to life through compelling storytelling, visual identity, and brand experiences.
• Example: Interbrand is a global brand consultancy that offers services such as brand valuation, brand strategy, and brand experience design to help companies define and express their brand values effectively.

Online Learning Platforms and Resources

• Online Courses and Webinars: Enroll in online courses and webinars that cover topics such as brand strategy, values-based marketing, and organizational culture.
• Digital Resources: Access digital resources such as e-books, whitepapers, and case studies on brand values, leadership, and culture-building.
• Example: Coursera offers courses on brand management, marketing strategy, and organizational culture, taught by leading experts from top universities and companies around the world.

By leveraging these tools and resources, businesses can navigate the complex process of creating and refining brand values with clarity, confidence, and effectiveness.

Whether it’s assessing brand strength, training employees, analyzing market trends, or seeking expert guidance, investing in the right tools and resources can pave the way for a values-driven brand that resonates with its audience and drives long-term success.

Conclusion

In the ever-evolving landscape of modern business, the importance of brand values cannot be overstated.

As we’ve explored throughout this comprehensive guide, brand values serve as the foundation upon which successful brands are built, shaping every aspect of their identity, culture, and interactions with consumers.

As we step into 2024, the significance of brand values has only grown, with consumers increasingly seeking authentic connections with brands that align with their beliefs, values, and aspirations.

Understanding the Essence of Brand Values

We began our journey by delving into the essence of brand values, exploring what they are and why they matter in today’s market.

Brand values represent the moral compass of a brand, guiding its behavior, decisions, and relationships with stakeholders.

They are the embodiment of a brand’s purpose, vision, and commitment to making a positive impact on society and the world.

The Evolution of Brand Values in 2024

We then examined the evolving landscape of brand values in 2024, exploring the trends and forces shaping their trajectory.

From the growing emphasis on social and environmental responsibility to the increasing demand for diversity, equity, and inclusion, brands are adapting to meet the changing expectations of consumers and society.

Technology continues to play a pivotal role in how brands communicate and express their values, offering new opportunities for engagement and innovation.

Key Elements of Effective Brand Values

Crafting compelling brand values requires careful consideration of several key elements, including authenticity, consistency, relevance, differentiation, and flexibility.

By embodying these elements, brands can create values that resonate with their audience, differentiate themselves in the marketplace, and drive meaningful connections and loyalty.

Strategies for Crafting Compelling Brand Values

We explored effective strategies for crafting brand values that leave a lasting impression, from conducting research and defining core values to communicating values internally, integrating them across touchpoints, and evaluating and refining them over time.

By following these strategies and staying true to their brand’s identity and purpose, businesses can create values that resonate with their audience and drive long-term success.

Tools and Resources for Creating and Refining Brand Values

Finally, we discussed valuable tools and resources that can aid in the development and refinement of brand values, from brand assessment tools and employee workshops to industry reports, brand strategy consultants, and online learning platforms.

By leveraging these resources, businesses can navigate the complex process of creating and refining brand values with clarity, confidence, and effectiveness.

As we conclude our exploration of brand values in 2024, it’s clear that they will continue to play a central role in shaping the success and impact of businesses in the years to come.

By embracing authenticity, staying attuned to consumer trends, and committing to values-driven practices, brands can forge meaningful connections, foster trust and loyalty, and drive positive change in the world.

As we embark on this journey together, let us empower brands to realize their full potential and make a lasting impact in the hearts and minds of consumers everywhere.

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People also ask

What are brand values?

Brand values are the fundamental principles and beliefs that guide a company’s behavior and decision-making process.

Why are brand values important?

Brand values help differentiate a brand from its competitors, build trust with consumers, and foster a sense of connection and loyalty.

How do brand values impact consumer behavior?

Consumers are increasingly drawn to brands that align with their own values, leading them to make purchasing decisions based on shared beliefs and principles.

How do you define brand values?

Brand values are defined by identifying the core beliefs, principles, and ideals that represent the essence of a brand and guide its actions and interactions.

What role do brand values play in marketing?

Brand values serve as the foundation for a brand’s marketing strategy, influencing messaging, positioning, and communication channels.

How do you create brand values?

Crafting brand values involves conducting research, defining core principles, communicating values internally, and integrating them across all touchpoints.

What are some examples of brand values?

Examples of brand values include authenticity, integrity, innovation, sustainability, diversity, and social responsibility.

How do you align brand values with business goals?

Brand values should be aligned with a company’s mission, vision, and long-term objectives to ensure consistency and coherence in decision-making and strategy implementation.

What is the difference between brand values and brand identity?

Brand values represent the core beliefs and principles of a brand, while brand identity encompasses the visual and verbal elements that convey its personality and positioning.

How do brand values contribute to brand loyalty?

Brand values create emotional connections with consumers, fostering loyalty and advocacy by demonstrating shared beliefs and principles.

What are the benefits of having strong brand values?

Strong brand values enhance brand perception, differentiate a brand in the marketplace, attract like-minded consumers, and foster trust and loyalty.

How do you communicate brand values to consumers?

Brand values can be communicated to consumers through brand messaging, storytelling, visual branding, product design, and corporate social responsibility initiatives.

How do you ensure consistency in brand values?

Consistency in brand values is achieved by integrating them across all brand touchpoints, maintaining alignment with business goals, and reinforcing values through actions and communications.

How do you measure the effectiveness of brand values?

The effectiveness of brand values can be measured through metrics such as brand perception, customer satisfaction, loyalty, and market share.

How do you adapt brand values to changing market trends?

Brand values should be flexible and adaptable, allowing brands to evolve and respond to changing market conditions, consumer preferences, and societal trends while staying true to their core principles.

How do you ensure employees embody brand values?

Employees can embody brand values through training, internal communication, recognition programs, and leadership by example from management.

How do you handle conflicts between brand values and business decisions?

Conflicts between brand values and business decisions should be resolved by prioritizing values alignment, considering long-term consequences, and seeking solutions that uphold the brand’s integrity and reputation.

How do you ensure brand values resonate with diverse audiences?

Brand values should be inclusive and reflective of diverse perspectives, ensuring that they resonate with a broad range of consumers and stakeholders.

How do you maintain brand values during times of crisis?

During times of crisis, brands should reaffirm their commitment to their core values, communicate transparently with stakeholders, and take actions that align with their values to rebuild trust and credibility.

How do you differentiate between genuine brand values and marketing tactics?

Genuine brand values are rooted in a brand’s identity and guide its behavior consistently over time, while marketing tactics may be short-term strategies designed to achieve specific objectives.

How do you ensure brand values remain relevant in a rapidly changing world?

Brands can ensure their values remain relevant by staying attuned to consumer trends, societal issues, and technological advancements, and adapting their values accordingly while staying true to their core principles.

How do you leverage brand values to attract and retain top talent?

Brand values can attract top talent by appealing to candidates who share the brand’s values and fostering a culture of purpose and meaning within the organization.

How do you integrate brand values into company culture?

Brand values can be integrated into company culture through employee training, recognition programs, leadership behavior, and organizational policies and practices that reflect and reinforce the values.

How do you address skepticism about brand values being genuine?

Brands can address skepticism about their values by demonstrating authenticity through consistent actions, transparent communication, and accountability for upholding their values in practice.

How do you differentiate between brand values and brand personality?

Brand values represent the core beliefs and principles that guide a brand’s behavior, while brand personality encompasses the human traits and characteristics that define its tone, style, and voice.

How do you ensure brand values remain consistent across global markets?

Brand values should be adaptable to local cultures and contexts while maintaining consistency in their core principles and messaging to ensure relevance and resonance across global markets.

How do you evolve brand values over time without losing authenticity?

Brand values can evolve over time in response to changing circumstances, societal trends, and consumer preferences, while staying true to the brand’s core identity and principles.