In 2012, when the New Jersey Nets moved to Brooklyn, Dr. Marcus Collins and his team of marketing strategists must answer one question:
“How do you bring an NBA team to a city that doesn’t really want it?”
You see, Brooklynites are proud.
Proud of their city’s incredible landmarks and beautiful outdoor spaces, such as the thrilling Coney Island roller coasters.
They would not hesitate to make the point that Brooklyn is the home of the greats:
The Beastie Boys, Notorious B.I.G., Jay-Z.
But that’s not the reason they disliked the idea of sharing their turf with ‘the New Jersey people’– and Marcus knew this.
The real problem was that Brooklynites have an intense, five-decade-old “Who ’s-the-best-New-York-City-borough?” rivalry with Manhattan.
If you said the marble magnificence of the Brooklyn Bridge makes it the Borough that defines cool. A Manhattan person might say: “Manhattan doesn’t need a bridge. We have Times Square— the crossroads that connects the world”.
So when New Jersey moved to Brooklyn, Brooklynites imagined they were being drawn into another rivalry with a neighbouring city that thinks it’s cool-too.
With that in mind, Marcus knew this wasn’t the time to publish ads declaring why the New Jersey Nets are super-cool. Rather, it was a time to embrace the Brooklyn heritage and show that the NJs are indeed one of them.
So what did Marcus do?
Marcus declared Manhattan a common enemy for New Jersey and Brooklyn!
He launched the “Hello Brooklyn” campaign, which saw The New Jersey Nets go from No. 28 to No. 4 among NBA teams, selling more apparel in 2 days than in the last 2 seasons combined.
If you’re a marketer and you’re still reading, you should draw one lesson from this.
Sometimes, Value Proposition is Just Not Enough!
You’ve written countless value propositions.
They’re everywhere—landing pages, Google ads, blog posts, LinkedIn, Twitter. We use them because they work. They differentiate us from competitors and emphasize customers’ pain points while describing what they stand to gain.
But here’s the uncomfortable truth: in highly competitive markets where everyone solves the same problem with similar effectiveness, value propositions become remarkably ineffective.
The Commoditization Problem
In today’s saturated markets, value propositions suffer from three critical weaknesses:
Everyone looks and sounds the same.
When every SaaS company promises to “streamline your workflow” or every fitness app claims to “transform your health journey,” the messaging becomes white noise. The medium begins to condition the message, creating a homogeneous landscape where differentiation becomes nearly impossible.
Value propositions are product-centric, not human-centric.
Traditional value propositions follow a simple formula: Product + Individual + Problem Solved = Value. But what happens when that pain point is resolved? What happens when another product comes along and solves those same problems just as effectively? What then keeps people attached to your brand?
They operate at the lowest level of human motivation. This is perhaps the most critical flaw, and it’s where Maslow’s hierarchy becomes essential to understand.
The Hierarchy of Human Needs in Marketing
Abraham Maslow’s hierarchy of needs provides a crucial framework for understanding why identity trumps utility. But most marketers stop at the bottom of the pyramid.
Consider the expanded hierarchy as it applies to products and experiences:
- Functional (lowest level): It works
- Reliable: It works consistently
- Usable: It’s easy to use
- Convenient: It fits into my life
- Pleasurable: I enjoy using it
- Meaningful (highest level): It reflects who I am
Most value propositions never climb beyond the functional and reliable levels. They focus on features, benefits, and problem-solving capabilities. But humans don’t just want functional products—our end goal is to use products that are meaningful, that say something about who we are and who we aspire to be.
This is why identity proposition operates at the peak of the hierarchy. While value propositions ask “What does this do for me?”, identity propositions ask “What does this say about me?”
Understanding Identity Proposition
Identity proposition fundamentally shifts the marketing equation:
- Value Proposition: Product → Individual → Problem Solved
- Identity Proposition: Brand → Community → Identity Expressed
This isn’t just semantic shuffling. It’s a complete reframing of how brands create lasting connections.
The Philosophy Behind Identity Marketing
Two philosophical principles underpin effective identity marketing:
Identity is a choice. In modern society, identity is less a function of family and genetics than who we choose to be—expressed through our purchases, community choices, causes we support, and places we work and play. This gives brands enormous opportunity to become part of customers’ identity construction.
Authenticity demands long-term commitment. Today’s diverse consumers—across generations, ethnicities, orientations, and backgrounds—are looking for more than performative allyship. They want companies that are authentic parts of their communities with genuine, long-term commitment to shared values.
The Four Pillars of Identity-Driven Marketing
1. Identity answers the question of being human. Unlike static demographic data, identity is dynamic, evolving, and deeply personal. It encompasses conscience, self-knowledge, and the ongoing process of becoming. People change jobs frequently, but they rarely change their core identity. This makes optimizing for identity far more reliable than optimizing for circumstantial needs.
2. Identity operates within complex ecosystems. Personal identity exists in constant interaction with environmental, social, cultural, economic, and educational forces. It’s not isolated—it’s interdependent. Smart marketers recognize these ecological considerations and design campaigns that work within these systems rather than against them.
3. People prioritize social identity over functional benefits. Research consistently shows that relational and personal identity factors outweigh functional considerations in purchasing decisions. We’ll pay more for brands that align with our identity and less for those that don’t, regardless of functional superiority.
4. Identity is community-focused, not individual-focused. While value propositions target individuals, identity propositions target communities. They recognize that humans are fundamentally social beings who define themselves in relation to others.
The Data Behind Identity Marketing
Recent research reveals the profound impact of identity on content sharing and brand engagement:
- 84% of respondents ranked relational identity (reflecting commitment to partners, family, close friends) as an important reason for sharing content online
- 63% ranked personal identity (reflecting personal values and morals) as crucial
- 41% said social identity (reflecting popularity, physical appearance) influences their sharing behavior
- Less than 10% ranked collective identity (belonging to larger groups like generations, genders, religions) as important
This data reveals something crucial: identity marketing isn’t about appealing to the masses—it’s about creating deep resonance with specific communities that share values, relationships, and personal worldviews.
Implementing Identity-Driven Marketing: A Strategic Framework
Moving from value to identity proposition requires a fundamental shift in how you think about customers, messaging, and brand positioning. Here’s how to make that transition:
1. Develop Identity-Centered Product Stories
Don’t just proclaim brand identity—weave it into every touchpoint. Your emails, support tickets, social media posts, and product updates should all reflect and reinforce the identity you’re building with your community.
Consider how Patagonia does this. Their product descriptions don’t just list technical specifications—they tell stories about environmental stewardship, adventure, and conscious consumption. A simple jacket becomes a statement about values and lifestyle.
2. Master Netnography for Deeper Cultural Understanding
Traditional market research tells you what people do and say. Netnography tells you who they are and why they care.
Netnography—the study of online consumer culture—involves observing naturally occurring discussions and phenomena on the internet to unpack the cultural codes and expressions that influence consumption choices. Unlike content analysis, which converts qualitative information into quantitative data, netnography seeks qualitative understanding of communities and cultural phenomena.
This research method treats social media as manifestations of cultural phenomena rather than just engagement metrics. To netnographers, a viral TikTok trend isn’t just about views and shares—it’s a window into collective identity, shared values, and community dynamics.
Practical Netnography Application:
- Spend time in online communities where your audience naturally gathers
- Observe language patterns, shared jokes, common frustrations, and celebration triggers
- Look for recurring themes that reveal deeper identity markers
- Identify the cultural tensions and alliances that shape community dynamics
- Map the influencers and thought leaders who authentically represent community values
3. Follow Your Audience, Don’t Predict Their Future
Identity-driven marketing requires constant cultural awareness. Communities evolve, values shift, and new identity markers emerge. Instead of trying to predict these changes, develop systems to recognize and respond to them quickly.
This means monitoring not just what your audience buys, but what they talk about, share, debate, and celebrate. It means understanding their reference points, their heroes, their enemies, and their aspirations.
4. Choose Influencers Based on Identity Alignment
The influencer marketing landscape is cluttered with brands chasing follower counts rather than cultural fit. Identity-driven marketing flips this approach.
People are attracted to influencers because they see pieces of themselves—or who they’d like to be—reflected in these personalities. When an influencer promotes a product, followers don’t just see a product recommendation—they see a form of self-expression. The purchase becomes a way to reassure themselves of who they are and signal that identity to others.
Strategic Influencer Selection:
- Look for influencers who authentically embody your brand’s identity markers
- Prioritize engagement quality over follower quantity
- Choose personalities whose values align with your community’s values
- Consider micro-influencers who have deeper connections with niche communities
5. Implement Rigorous Testing and Cultural Feedback Loops
Identity marketing requires different success metrics than traditional marketing. Instead of just tracking conversion rates and click-through rates, monitor:
- Cultural resonance: Are people talking about your brand in identity-affirming ways?
- Community growth: Are you attracting people who fit your identity framework?
- Authenticity perception: Do your messages feel genuine to your community?
- Identity reinforcement: Are customers using your brand to express their identity?
When campaigns miss the mark, ask deeper questions: Was the premise memorable enough to reinforce identity? Did it feature people your audience identifies with? Do you truly understand what your community values beyond functional benefits?
6. Adapt to Evolving Identity Landscapes
Personal and relational identities change over time. Someone in their mid-20s might evolve from identifying as a student to a business professional to a parent within a decade. Smart brands prepare for these transitions rather than losing customers to identity misalignment.
This requires:
- Dynamic persona development: Update buyer personas to reflect identity evolution
- Flexible brand messaging: Create frameworks that can adapt to changing community needs
- Lifecycle marketing: Develop campaigns that grow with your audience’s identity journey
7. Embrace Authentic Inclusiveness
Inclusiveness in identity marketing goes beyond token representation. It means genuinely reflecting the diversity of the communities you serve and creating space for multiple identity expressions within your brand ecosystem.
Visual Representation: Ensure your imagery reflects the age, ethnicity, gender, and lifestyle diversity of your target communities—not as background figures, but as main characters in your brand story.
Media Strategy: Engage with community-owned media outlets and platforms where your audience naturally congregates. Consumers reward community loyalty and view skeptically brands that ignore their preferred channels.
Community Investment: Develop corporate social responsibility initiatives that address issues your communities care about. This isn’t about generic charity—it’s about understanding the specific challenges and opportunities within your identity communities.
8. Scale Without Sacrificing Authenticity
As your brand grows, resist the urge to chase trends that don’t align with your established identity. Scaling identity-driven marketing means iterating on your core identity themes rather than abandoning them for broader appeal.
This requires discipline. Every new channel, campaign, or product extension should be filtered through your identity framework: Does this reinforce who we are? Does it serve our community’s evolving needs? Does it maintain the cultural authenticity that drew people to us initially?
Case Study: Spotify Wrapped as Identity Proposition
Spotify provides a perfect example of the difference between value and identity propositions in action.
Spotify’s Value Proposition is straightforward: “Access millions of songs instantly, wherever you are, with personalized recommendations.” It’s functional, reliable, and convenient. It solves the problem of music discovery and accessibility.
Spotify Wrapped, however, is pure identity proposition. Once a year, Spotify transforms listening data into a shareable cultural artifact. Users don’t just get statistics—they get a mirror reflecting their identity back to them. “Your 2023 was soundtracked by indie folk and late-night jazz sessions” becomes “You’re the kind of person who appreciates authentic artistry and contemplative moments.”
The campaign works because it transforms private behavior into public identity. Users eagerly share their Wrapped results not because of Spotify’s functional benefits, but because the data says something meaningful about who they are. It’s identity marketing at its finest—taking the same product and reframing it from utility to self-expression.
The result? Spotify Wrapped generates billions of social media impressions annually, turning users into brand evangelists who voluntarily create and share branded content.
Beyond Features. Think Identity.
Value propositions will always have their place in marketing. Functional benefits matter, problems need solving, and clear communication of capabilities remains essential. But in our increasingly competitive, commoditized marketplace, value propositions alone are insufficient.
That’s why memorable brands don’t just fit into the market—they fit into the culture.
Sometimes you need to set aside your product and focus on your people. What makes them connect? What keeps them connected when their immediate functional needs are met? What cultural currents can you tap into to create deeper resonance?
When someone asks, “Why should I buy from you rather than the next person?”, they’re not just asking about product features and differentiators. They’re asking about story, journey, and identity alignment. They want to know: If I choose your brand, what does that say about me?
This shift requires marketers to think beyond the functional value of their products and consider the social and emotional value they provide. It means understanding that every purchase is an identity statement, every brand interaction is an opportunity for self-expression, and every marketing message is either reinforcing or undermining someone’s sense of self.
The question isn’t whether you should abandon value propositions—it’s whether you’re ready to strengthen them with identity. Are you prepared to move beyond solving problems to expressing values? Beyond serving individuals to building communities? Beyond features and benefits to culture and meaning?
The choice is yours. But as the Brooklyn Nets discovered, when you get identity right, everything else follows.