The Brand Values Pyramid

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You could probably name off the top of your head 25 or 30 brands and models of automobiles, right? The things that make all of those products you named “automobiles” are what we call baseline requirements, which equate to the base of Maslow’s hierarchy. In Maslow’s pyramid, those basic physiological needs are food, water, shelter, air, and so on. In automobiles, the baseline requirements are wheels, an engine, and a steering wheel, as well as seats, mirrors, windows, and the basic functional benefit of getting you from point A to point B. All cars must meet these baseline requirements and deliver these functional benefits, or today’s consumer auto-purchase market will not take them seriously.

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