A recent IPSOS MORI poll into British voting intentions uncovered a mistaken belief. We tend to assume that the typical Brit is self-seeking when it comes to voting; while in fact most people are more genuinely motivated in ‘us’ than ‘me’.

This value placed in ‘us’ opens an opportunity for brand strategy too. We know that strong brands are built on a differentiated benefit that is relevant to ‘me’- the target customer or consumer. What about the benefit to ‘us’ too? Can brand benefits be stronger if they are relevant to more than just me, to my circle, family or community?

Some brands articulate this idea of sharing via a purpose. Nike for example, doesn’t spend time talking about their product. Nike is the champion of all athletes. Many other brands have a mission which champion a higher cause. Other brands are adding sharing to their experience and story: food brands that source fairtrade-style ingredients to share profit more equitably, fashion brands that offer better perks to their workforce, such as H&M.

In some categories- beer, for example, or social media- sharing is core to the brand experience. Other brands are build a deeper relationship with consumers by thinking about the ‘us’ as well as the. Share a Coke and Starbucks as a the ‘Third Place’ for people to hang out together are great examples.

Perhaps all brands in the UK should consider defining by the ‘us’ as well as the ‘me’ benefit in their positioning to connect with the values of Brits going forward.