Brands built on ideals are 390.2% more valuable than the average S&P 500 brand.*
“Jim Stengel conducted a ten-year growth study of more than 50,000 brands. He found that brands that centered their businesses on the ideal of improving people’s lives resonate more with consumers – and outperform their category competitors.”
5 Ideals Emerged as Big Winners
1. Eliciting Joy
2. Evoking Pride
3. Inspiring Exploration
4. Enabling Connection
5. Impacting Society
When you build a brand and a company culture centered around ideals, you’re connecting with your clientele on an emotional level. Emotional brand connections create long term and ongoing client relationships. People want to connect with brands who take the time to show them what they’re passionate about and why what they’re doing is important. Have the courage to be passionate about the vision you believe in and soon you’ll see the connections lighting up and your business growing in a direction that is both sustainable and satisfying.
Below is a look at Stengel’s successful companies in action. Make note of the feelings you get from these advertisements and think about how your brand can elicit these feelings from your target clientele.
5 Examples from Stengel’s List of Successful Companies
1. Eliciting Joy Example Brand = Coca Cola
2. Evoking Pride Example Brand = Heineken
3. Inspiring Exploration = Apple, Google, Red Bull
Now It’s Your Turn To Prioritize Your Company Ideals