From Adweek · Adweek Staff · · 40s
Purpose Over Product: Brand-Building Playbook
How brands build lasting connections without competing on price.
In brief
How brands build lasting connections without competing on price. Paulie Dery and Victoria Lozano show brands can create cultural relevance by focusing on consumer meaning over product specs. Originally reported by Adweek.
Brand Purpose vs Product Specs
Paulie Dery and Victoria Lozano argue brands should focus on consumer meaning rather than product features to avoid price competition.
“How to escape the "race to the bottom" by moving beyond feature-vs-feature comparisons”
Authentic Community Building
They discuss embedding products into existing routines to encourage daily habits and building communities that feel genuine.
“The "follow the tracks, don’t create them" approach to building authentic community advocacy”
AI and Consumer Trust
Marketers should use AI to strengthen consumer creativity and trust rather than replace it in brand strategies.
“How to evaluate AI’s role in your brand strategy by focusing on whether it enables consumer creativity and trust rather than replacing it”
In short
Paulie Dery and Victoria Lozano show brands can create cultural relevance by focusing on consumer meaning over product specs.
