Brands play a significant role in shaping personal identity as traditional communities decline. People use brands to signal aspirational identities, turning products into badges of self-expression.
Humans adopt brand values as part of their own identities, visually showcasing them like bumper stickers. The products we buy help communicate elements of our personality and aspirations to others.
As humans seek deeper meaning, they attach significance to the brands they buy. Entrepreneurs can leverage this by aligning their brand values with the cultural shifts towards brand identity.
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