Chapter 01 Brand values
Brands of value connect with people, and that is why they are worth more.
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This chapter was written in Portuguese. Below is what it covers, in English. To read it in full, switch the site to Português in the menu.
The foundation chapter. It starts by asking what values actually are and how they shape the choices people make, then presents the six types of person described by the philosopher Eduard Spranger: theoretical, economic, aesthetic, political, religious and social. Each one is explained through everyday buying situations, not through theory.
The second half is about the clash. Values do not live in peace, they live at war, and the chapter organizes them into three blocks that judge each other with their own ruler: the utilitarian, the individualist and the traditional. It closes by showing that the same person carries different values for different categories, and why a smart market does not try to please everyone.