Creating value is always a hard task when developing and growing a brand in today’s crowded marketplace.  Focusing on the consumer, their “job to be done” and the emotional component of the brand all contribute to how much value the target consumer assigns to the product.  This becomes especially important for small and mid-sized brands as their brand’s value equation (and associated story) can help it successfully compete with larger brands in today’s omni-channel retail environment.

This article from Wharton discusses the hierarchy of such consumer values (from functional to emotional to aspirational), providing a “scientific” method to the art of marketing to your target consumer.