Engagement and loyalty are relational terms. They happen when bonding happens. And bonds are formed over shared values.

Historian, writer and theologian CS Lewis made an interesting observation about this dynamic in his essay on friendship. He noted that, unlike all other relationships that are face-to-face, friends stand side-by-side looking out at the same thing. 

This is a beautiful picture of shared values. It’s also a beautiful picture of branding. Imagine your brand and the consumer standing shoulder to shoulder, gazing at something you both deeply value? 

What would that thing be? 

For Volvo and Michelin it’s safety. For IBM, it’s being smart. For Dove, it’s real beauty. For Scotts, it’s owning a piece of the planet. When you see your brand this clearly, you realize you’re really in the commerce of an idea. And your product is the medium. 

Stop and let this sink in, because it’s a paradigm-shifting thought. And a better way to market your brand.