For a message to have real impact, to affect behavior and seed loyalty, it needs more than publicity. It needs to publicize some higher purpose, cause or belief to which those with similar values and beliefs can relate.

Toyota and Honda knew this better than Volkswagen. When they decided to add luxury models to their lineups, they created new brands, Lexus and Acura respectively, to do it. Toyota had become a symbol of efficiency and affordability to the general population. They had built their business on a suite of low-cost cars. They knew that the market would not pay a premium for a luxury car with the same name or with the same logo on the hood.

Creative was more qualified than Apple to introduce a digital music product. The problem was, they advertised their product as a "5GB mp3 player." It is exactly the same message as Apple's "1,000 songs in your pocket." The difference is Creative told us WHAT their product was and Apple told us WHY we needed it.

We do better in places that reflect our own values and beliefs. It is beneficial to live and work in a place where you will naturally thrive because your values and beliefs align with the values and beliefs of that culture. The goal is not to hire people who simply have a skill set you need, the goal is to hire people who believe what you believe.