The reality is that a brand can no longer afford to be "friends with everyone."
Brands must make use of the inclination of consumers to be persuaded by friends.
If we define value as emotions - and emotional engagement...i.e. love!
A brand is an emotional construct. It helps you to project an image to the world which you'd like to own.
The world's holy texts are built on ancient oral traditions.
Once such emotional engagement has been created - demand will always follow - yet one could say the "side product of your effort is demand" the primary purpose is to create love.