Price and cost are only a part of your strategy. How much value does your product add to its consumer? And, is it adding intrinsic (or just extrinsic) value? We see this reflected in advertising that calls out â€œenvironmentally friendlyâ€ or charities who call out a â€œredâ€ partnership, fighting AIDS in Africa. Big brands realize that consumers want to feel good about your product or service.