A more advanced way of establishing meaningful differentiation is to understand the human behind the customer and the individual and relationship needs they have.
Passion, burning desire and the 'desire for desire' are powerful forces which guide consumer behavior, beyond surface-level motivations (e.g price consciousness).
Community Vitality can entail both tangible and intangible aspects, capturing both functional and emotional values: facilities, activities, psychological feelings and value.
Sometimes company support exists of leveraging the images in people's minds and painting a desirable future image of society prior to setting an action into motion.
Secularization has transformed religious values and practices in new ways in both consumption and social life, along with longings for a clear-cut meaning of life.
With the extension of the internet into a virtual world, identity formation has become complex and provides brands opportunities to tap into consumer identity needs.
