The Main Things Consumers Expect From Brands

Reposted from my answer at Quora.

I think if you as the brand owner make a promise, particularly a functional promise, you have to keep it to the maximum extent possible. For example if you sell a premium chocolate chip cookie, the ingredients should be top quality, not just the packaging and the advertising.

At the same time, the consumer expects that you will act with basic adherence to a value code. You can't go so far to deliver on the promise that you break your values. So for example, you should source the ingredients for the cookies from companies that (to the best of your knowledge) don't abuse their workers.

You can't deliver only the values, because then you have no brand.

And you can't deliver values and brand absent profit. So you have to find a sustainable way to make money too, or the business will go under.

By Dannielle Blumenthal, Ph.D. All opinions are the author's own. This is a personal account unrelated to and not sponsored by the author's employer or any other entity. The author shares this content for reuse under the Creative Commons 3.0 License. For more information: Public domain photo by sasint via Pixabay.


Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, and, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.