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Values-Driven Marketing by Aletheia
Aletheia uses behavioral science to bridge the gap between brand purpose, audience insight, messaging and media strategy with our new kind of marketing that is field-tested, AI-enabled, and ready to scale.
Aletheia, alongside WARC (World Advertising Research Center) has published a new study highlighting the proven methodology pioneered as Values-Driven Marketing. Download the full report now to learn more and access the playbook for marketers who will be at the forefront.
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How VDM Works
Values-Driven Marketing brings a deeper understanding of the following together into a unified framework of impact:
- "Who" (your target audiences)
- "How" (messaging that resonates)
- "Where" (media delivery and measurement)
It provides marketers with a sharper bullseye, not only for brand-building but also for performance-driven efforts. And it allows us to connect with consumers in a way that is more authentic emotionally resonant, and ultimately, more effective.
A Look Inside the Study
Learn about values as core motivators of consumers.
Learn how values sharpen targeting for creative + media together.
Learn how values alignment boosts ad performance.
Dive into the research proving VDM effectiveness.
Learn how to get started with practical applications of VDM for marketers.
Learn more about the ads studied and Pluralytics' content analysis.
What Experts are Saying
“Values-Driven Marketing applies across both branding and performance. It might be applied differently, but it's a universally valuable concept.” Rex Briggs, Chief AI Officer, Claritas
“What pokes through the noise are the things that feel most directly connected to our highest priorities. That’s where we devote our scarce time, attention and energy. Ultimately, we’re talking about Values.” Chris Bryan, Associate Professor, McCombs School of Business, University of Texas
“Brands no longer exist to serve basic needs, but aspirational needs. It’s about helping people buy things that indicate who they really are. Increasingly, brands are going to have to serve people’s Values.” Ravi Iyer, Managing Director, USC Marshall School’s Neely Center
“There’s a role for motivations and Values irrespective of whether you’re brand-building or doing performance-driving activities. If Values are deeply ingrained, they’re not likely to be given up just because someone is in or out of the market at that particular time.” Chris Marchegiani, Head of Global Brand Planning, Amazon
“If you get Values right, you build long-term brand equity while still delivering short-term performance.” Jennifer Posnikoff, SVP of Global Brand Growth and Experience, Virgin Management Group
About Us
WARC (World Advertising Research Center) is the leading global authority on marketing effectiveness. For nearly 40 years, WARC has provided marketers and brands with evidence-based insights, data, and expertise to drive growth. Its resources include case studies, best practice guides, trend analysis, and research reports trusted by CMOs, strategists, and agencies worldwide.
Aletheia is the leading values-driven marketing intelligence company and media agency in the US. We engineer every stage of the funnel with precision. Our proprietary AI, cutting-edge SaaS platforms, and patented technology redefine audience development and engagement. With deep expertise in media strategy, planning, and execution, we equip brands with an innovative, future-ready approach that drives measurable success.
Zenzi is a premium data offering with audiences built on behavioral science. We make complex human motivations accessible and actionable for digital advertising. Zenzi creates meaningful, values-driven audience segments that enhance campaign resonance and performance. Test VDM now by activating these audiences available now on LiveRamp Data Marketplace.