Do Strong Brands Distinguish Themselves Through Clear Value Orientations? Radio Yerevan: "In principle, yes, but…"

As brand strategists, we tirelessly repeat that strong brands are characterized by clear value orientations. Most recently, this concept has been pushed under the label of 'purpose' through the marketing village. But how robust is this mantra? True or false?

Let’s pose these questions to one of the strongest brands: OpenAI (one of Interbrand’s "Breakthrough Brands 2023"). For our study, we will representatively select the four "Best Global Brands" from Interbrand’s 2024 ranking and focus on three points in time: after Trump, before Trump, and with Trump – after his first term (2021), before his second (2023), and at the beginning of his second term (2025). Let’s sharpen the focus on the subject of DEI (Diversity, Equity, Inclusion). ChatGPT (a product of OpenAI) then responds as follows:

"In 2021, leading technology companies such as Apple, Microsoft, Google, and Amazon continued to expand their initiatives in the area of Diversity, Equity, and Inclusion (DEI): Apple reinforced its commitment to DEI by investing an additional $30 million in its Racial Equity and Justice Initiative. These funds were allocated to programs promoting education, economic equality, and criminal justice reform. Microsoft announced a $150 million investment to enhance diversity and inclusion within the company and set a goal to increase the number of leaders from underrepresented groups by 30% by 2025. Google planned to invest $50 million in historically Black colleges and universities in the U.S. to close the diversity gap in the tech sector. The company also aimed to increase the share of leadership positions held by underrepresented groups by 30% by 2025. Amazon published data on the ethnic composition of its workforce and set a goal to increase the hiring of Black employees in the U.S. at levels 4 to 7 by at least 30% annually compared to 2020. These measures underscore the efforts of these companies to foster DEI within their organizations and create a more diverse and inclusive work environment.

In 2023, leading tech companies took different approaches to their DEI programs. Apple remained committed to its DEI initiatives and defended them against criticism. The company emphasized the importance of a "culture of belonging" and recommended that shareholders reject a proposal to eliminate DEI programs. Microsoft reaffirmed its commitment to DEI. Lindsay-Rae McIntyre, Chief Diversity Officer, emphasized that diversity and inclusion are essential for developing better products for a global audience. Google began reassessing its DEI strategies. The company removed references to DEI from its annual report and reviewed its programs to ensure alignment with current legal and political developments. Amazon scaled back its DEI efforts by discontinuing certain programs and removing DEI references from public documents. The company stated that it was adjusting its initiatives to ensure their effectiveness. These differing approaches reflect how the tech industry responded to social and political discussions surrounding DEI in 2023.

In recent weeks, [2025] leading tech companies have continued to pursue different strategies for their DEI initiatives: Both Apple and Microsoft have reaffirmed their commitment to DEI initiatives. Apple defended its DEI programs against a shareholder proposal calling for their abolition, emphasizing the importance of a "culture of belonging". Microsoft reiterated that diversity and inclusion are crucial for developing better products for a global audience. In contrast, Google and Amazon have made adjustments to their DEI strategies. Google has decided not to pursue specific hiring targets for underrepresented groups and is currently reviewing its DEI programs. Amazon has removed references to diversity and inclusion from its latest annual report and scaled back certain DEI initiatives. These developments reflect the varying responses of the tech industry to ongoing political and societal discussions about DEI."

What Stands Out? First, the dynamic evolution of value orientations. Brand strategists would have predicted a bit more stability. Then, the differences in these developments. Clearly, value orientations are part of the flexible toolbox of brand owners – sometimes they reach for the screwdriver, sometimes for the hammer. Brand strategists tend to believe in a widely accepted "good and right", meaning always sustainable, fair, and inclusive (since this is supposedly demanded by their customers). But then the question remains: What drove the shift in values among half of the examined power brands? Was it opportunism? (Brands following Trump). Was it liberation? (Brands thanking Trump for finally allowing them to say what they have always thought). Or is it a sign of power? (Brands shaping Trump)

Whatever the case may be. My modest proposal for brand strategists: Avoid bullshitting (brands as value-driven world saviors). Strive to deliver good craftsmanship. Brands create financial value for their owners. That’s what makes them attractive to them. Brands provide orientation for consumers. That’s what makes them useful to them. All of this happens based on a compelling, attractive, and differentiating idea and corresponding user experiences over a long period of time. That alone is challenging enough.