Value drives growth

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

October 2019