Magazine article Communication World

The Value of Our Values

Magazine article Communication World

The Value of Our Values

Article excerpt

As I turned the last page of this issue during our final read before going to print, I was left with the impression that brand appeal is highly personal--at least it is to me. A brand constitutes a promise that requires trust and an understanding between the product or service provider and the user. It made me think of my personal expectations, and I wondered how much they might differ from other people's expectations.

My needs seem pretty simple. I expect that whatever I buy does not cause harm to me or to others, when it is used or developed. I don't want my purchase of a product to cause cruelty to other beings, human or otherwise. I expect the communication I receive about a product to be honest. I don't want to feel I've been misled into believing something, only to find out later that it is not true. I expect the cost of what I buy to match its value (or at least the value I perceive it to have). I'm fine with knowing that the company made a profit, but I would not be happy if I thought they were gouging me. I like thinking that the product makers are good to their employees and conscious of the environment. …

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