A good brand is one that has a connection to both social and economic value, that has ability to speak to the growth, development and transformation of an individual or community and at the same time create desire for consumption or use by the same individual.

People simply no longer  want to pay for a product or service because the rules of engagement have changed. People should be able to engage with these brands at not only an economic, but also social level.

And that’s the way brands are built at urge, with the economic connecting to the social value.