Most brands create value. Few become irreplaceable.
Discover the ideas behind the Meaning Value™ framework and learn why some brands become indispensable while others remain interchangeable, even when they deliver similar value.
Become one of the first members of an executive community exploring a new framework for understanding why some brands become indispensable while others remain interchangeable.
As a Founding Circle member, you’ll receive a complimentary digital edition (eBook) of Meaning Value™ before its public release, along with exclusive frameworks, executive insights, and invitations to future Meaning Value™ experiences.
A New Perspective on Brand Building
For decades, organizations have focused on creating better
products, stronger positioning, and greater awareness.
Yet brands delivering similar value often achieve dramatically different levels
of loyalty, preference, and long-term growth. A New Perspective on Brand Building
Meaning Value™ explores why
Drawing from consumer psychology, strategy, brand architecture, and real-world business experience, the book introduces a new way of understanding how brands create significance, and why meaning has become one of the most powerful drivers of competitive advantage.
Your Membership Includes:
• Complimentary early access to the digital edition (eBook) of Meaning Value™
• Exclusive Meaning Value™ visual frameworks
• Executive worksheets and brand self-assessment tools
• Invitations to Executive Workshops and Meaning Value™ Executive Masterclasses
• Early access to new articles, research, and future publications
• Occasional insights from Brand Architecture Studio
Inside Meaning Value™
The first edition explores questions such as:
•Why do some brands become irreplaceable while others remain interchangeable?
• Why doesn’t value always create preference?
• How does meaning influence pricing power and long-term loyalty?
• What makes consumers emotionally connected to certain brands?
• How can organizations intentionally build Meaning Value™?
• What are the six dimensions that shape meaningful brands?
ABOUT THE FRAMEWORK
The Meaning Value™ Framework reveals the six interconnected dimensions that influence how consumers perceive, connect with, and ultimately choose brands.
It provides leaders with a practical way to evaluate, strengthen, and grow brands that become increasingly difficult to replace.
A Note from the Authors
Throughout our careers, we approached brands from different perspectives.
One through strategy, consumer psychology, business growth, and executive leadership.
The other through brand architecture, design systems, and the creative expression that brings strategy to life.
Yet we kept returning to the same question:
Why do brands with similar products, comparable quality, and significant investments create dramatically different levels of meaning?
The more we explored that question, the more we realized that traditional approaches couldn’t fully explain it.
That journey led us to develop the Meaning Value™ Framework.
This book is the first step in sharing that thinking.
Our hope is that it challenges assumptions, sparks new conversations, and offers leaders a practical way to build brands that create lasting value by becoming genuinely meaningful.
We’re honored to invite you to become one of the founding members of this community and among the first to explore the ideas that continue to shape our work.
Thank you for joining us.
Carolina Atkinson & Kailen Riera
Reserve Your Complimentary Digital Edition
The inaugural digital edition (eBook) of Meaning Value™ is currently in production.
Join the Meaning Value™ Founding Circle today, and you’ll automatically receive your complimentary digital copy as soon as it’s released.
Prefer a Printed Edition?
The printed editions of Meaning Value™ will be available separately following publication.
As a member of the Meaning Value™ Founding Circle, you’ll be among the first to know when pre-orders become available.
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