Forget the old “quality for price” mindset—brand value now lives at the intersection of radical innovation and human connection. The most ambitious brands are rewriting the rules, trading transactional relationships for emotional resonance and cultural relevance. Value has become a living dialogue between brand and audience—one that drives loyalty, amplifies advocacy, and creates market gravity.

At Ruder Finn, we don’t just follow these shifts—we catalyze them, helping brands lead the value conversation instead of chasing it. Below are bold examples of brands redefining value for their audiences.

Kathy Bloomgarden
CEO, Ruder Finn

Connection and Belonging: Value Doesn’t Exist in a Vacuum; it is Co-created by Community

Olipop’s latest summer campaign is a masterclass in turning fans into community ambassadors. By offering 5,000 soda-themed PR boxes for just 5 cents on Amazon, which sold out in 90 seconds, and launching a nostalgic “Time Travel Agency” activation at the Austin Motel, Olipop invited consumers to step into immersive, flavor-inspired suites themed by decade. Turns out, that’s exactly what consumers were thirsty for.  This integrated campaign boosted brand mentions by 320% and Amazon sales by 47%, engaged Gen Z with experiential storytelling, and turned fans into influencers through playful, retro-inspired connections.

Shared Experience: Consumers Prioritize Experience Over Possessions, Leading Brands to Create Multi-sensory, Immersive Experiences

Sol de Janeiro launched its new SPF collection with the “Rio-Apply Kiosk,” a vibrant, multi-sensory pop-up that brought the brand’s Brazilian beach vibe to life. Visitors were immersed in scent diffusion, live samba music, AR mirrors, and interactive sampling. This immersive experience deepened emotional engagement, turning the launch into a joyful, memorable event and showcasing the power of multi-sensory storytelling for brands.

Personalized Attention: Brands Are Investing in Data-driven Platforms That Allow Customers to Tailor their Products and Experiences

L’Oréal’s partnership with Nvidia is redefining beauty through hyper-personalization at scale. With tools like Noli, an AI-powered marketplace that recommends products based on skin diagnostics, and Creaitech, a generative AI engine for personalized 3D content, the collaboration brings tailored beauty experiences to life. This fusion of cosmetic science and enterprise AI transforms how consumers discover and connect with products, making personalization not just a feature, but the foundation of the beauty journey.

Authenticity and Transparency: Consumers Appreciate and Reward Brands that are Honest about Products, Pricing, and Processes 

PATRÓN’s ‘Censored Truth’ campaign uses redacted visuals, bleeped audio, and immersive activations to spotlight the brand’s commitment to ingredient transparency—specifically, its additive-free tequila made with just three ingredients. By inviting consumers to “read between the lines,” the campaign turns regulatory limitations into a powerful storytelling device. As a result, PATRÓN saw a 30% increase in brand engagement and significant growth in positive consumer sentiment. This bold approach demonstrates how brands can use symbolic honesty to build emotional resonance and trust, particularly in a category that faces heightened scrutiny.

Ease and Convenience: Consumers Place a Premium on Brands that Simplify Their Lives. The Rise of Digital Ecosystems has Elevated Convenience into a Core Dimension of Value

PetSafe® has launched pet products designed to simplify life for pet owners while enhancing safety and fun for their furry companions. From the GPS-powered Guardian® Dog Fence that sets virtual boundaries without digging, to the self-operating Automatic Ball Launcher and foldable Happy Ride® Hitch Step, each product reflects a commitment to effortless, tech-enabled convenience. These innovations cater to modern pet parents who value ease, mobility, and peace of mind, making it simpler than ever to include pets in summer activities without added stress.

Genuine Care: Brands Redefine Value to Include Physical, Mental, and Emotional Health

Spotify relaunched its ‘Take a Beat’ campaign designed to use music therapy for promoting mental health and well-being.  This campaign has encouraged its community of listeners to take mindful breaks with custom playlists that have an uplifting and calming effect. As a result, Spotify reported a 25% increase in the use of its curated wellness playlists, with user surveys indicating that 80% of participants felt more relaxed and focused after engaging with the music therapy features.

A recent Cannes Grand Prix winner, the Asics Desk Break Campaign put a spotlight on the sedentary lifestyle driven in large part by the time we spend working at our desks. Following the launch of the campaign, Asics observed a 30% uptick in workplace participation in short movement routines promoted by the campaign’s videos and digital prompts.

The Value Game has Changed: It’s Time for Bold Moves, Not Safe Bets

Today’s leading brand innovators recognize that value is not monolithic—it is multi-dimensional, immersive, and deeply personal, shaped by experiences that resonate across emotional, practical, and aspirational levels. In a world where consumers crave more than just products, brands that dig deeper and redefine value aren’t just keeping up, they’re rewriting the rules. The brands that thrive will be those that spark connections, stirring both the heart and mind of all stakeholder audiences.