If you want to drive sales and brand growth, it’s essential to get your Value Proposition right. Focusing on quality and cost is more important than great advertising or whether a product is ‘aspirational’, ‘popular’ or ‘ethical’…and here’s a report to back it up:

In 2010 Morgan Stanley asked a 1000 UK consumers about the key influences that drive their spending:
Good advertising – 32% 
Aspirational – 32%
Fashionable – 45% 
Ethical – 53%

But the top two influences were:
Good quality – 82% 
Good value for money – 84%

Morgan Stanley’s 2016 update showed similar results: 
Good quality – 84% 
Good value for money – 84%

Morgan Stanley report
Bright New Thing’s Better Strategy