Brands add value.
Brands cannot exist otherwise as adding value. Value creation is their metabolic function.
No added value brand is contradiction in itself. Value can be negative from one point of view (one stakeholder point) while at the same time positive from another stakeholder. Consequently brand dies with the last stakeholder. Up to that moment add value by default.
Brands add value with the little help of users. When it comes to brands user is stakeholder and stakeholder cannot but be user.
Brand – user relationship is rock’n’roll. User rock brand to roll as much as brand rolls user to roll.
When it comes to rock’n’roll both parties expect to be rocked and rolled with dignity, at least. Brands and humans are physical and memetic entities, coevolved living creatures.
More about in brandlife.