Real-world examples of brands keeping their Value Proposition fresh

1. PureHarvest – Staying true while evolving with the market

When PureHarvest entered the plant-based milk market, it was already a pioneer. But as new competitors flooded in, the brand risked being seen as just another option on the shelf.

PureHarvest responded by doubling down on what made it special - purity, simplicity, and Australian quality. Its updated Value Proposition and positioning - “Enjoy more from less,” emphasised whole ingredients, minimal processing and transparency.

How they kept their Value Proposition fresh:

• Updated packaging and identity to reflect natural, uncluttered simplicity.
• Introduced product innovations such as barista blends to match changing consumer habits.
• Focused on storytelling around Australian-made quality and authenticity.
  

PureHarvest didn’t reinvent its brand. It refined its promise to meet modern expectations while staying grounded in its core values.

(Source: Fluid Branding)

2. Hays Australia – Keeping its promise relevant in a shifting workforce

As work patterns evolved after the pandemic, recruitment firm Hays recognised a need to refresh how it delivered on its core promise of “Working for your tomorrow.” With remote and hybrid work redefining what talent and employers value, Hays expanded its Value Proposition to focus more on partnership, adaptability and future-readiness.

How they kept their Value Proposition fresh:

• Shifted focus from job placements to long-term career and workforce development.
• Launched insights-led campaigns helping businesses and professionals navigate emerging workplace trends.
• Embedded purpose-driven initiatives such as sustainability, inclusion, and up-skilling in brand storytelling.
  

By connecting its brand promise to the evolving meaning of “work”, Hays ensured its Value Proposition remained relevant to both clients and candidates.

(Source: Hays Sustainability Report)

3. Walmart China – Redefining “Value” for a Modern Market

Even one of the world’s biggest retailers needs to evolve its promise. Walmart recognised that it’s global tagline “Save money. Live better.” no longer captured what Chinese consumers valued most: modern, digital and convenient experiences.

Through extensive research and testing, Walmart developed a new brand concept called “Modern Value.” The updated Value Proposition balanced affordability with innovation, giving customers the best of both worlds.

How they kept their Value Proposition fresh:

• Created a new retail experience aligned with digital lifestyles.
• Adapted store layouts and online platforms to local preferences.
• Piloted in Shenzhen before expanding across China with measurable success.
  

Walmart didn’t abandon its roots in affordability. It redefined “value” to include time, convenience, and experience - showing that relevance is as important as recognition.

(Source: Prophet)

4. amaysim – Making affordability feel liberating

As Australians faced rising living costs, mobile provider amaysim refreshed its Value Proposition to connect emotionally with that reality. Instead of competing on price alone, it leaned into freedom - from overpriced plans, complicated contracts and restrictive terms.

The “Go on, feel amaysim” campaign captured that spirit of affordable freedom with playful, confident tone and relatable storytelling.

How they kept their Value Proposition fresh:

• Reframed affordability as empowerment, not compromise.
• Focused creative messaging around emotional benefit: feeling free.
• Reinforced consistency across all channels, from ads to app experience.
  

By tuning into the national mood and redefining value for customers, amaysim made its proposition feel personal, modern, and refreshingly human.

(Source: AdNews)

5. KingGee – Honouring heritage while speaking to a new generation

KingGee has been a trusted name in Australian workwear for over 90 years. Yet, as the trades industry evolved, the brand saw an opportunity to speak to a new generation of skilled workers with pride and modernity.

Its repositioning - “You wear the Crown” - reflected not just the product’s durability, but the worker’s sense of pride and identity.

How they kept their Value Proposition fresh:

• Shifted focus from product benefits to audience empowerment.
• Updated creative and language to reflect today’s diverse, confident workforce.
• Honoured its craftsmanship heritage while expressing a modern mindset.
  
  

KingGee proved that even legacy brands can evolve their message without losing authenticity, keeping their Value Proposition relevant to the times.

(Source: B&T)

6. Qantas – Reaffirming purpose through turbulent times

Few Australian brands have faced as much scrutiny and reinvention as Qantas. After a period of operational challenges and public trust issues, Qantas refreshed its Value Proposition around “Every journey matters” - a return to its purpose of connecting Australians with care and reliability.

Through improved customer service focus, sustainability commitments, and renewed employee engagement, the airline aligned its promise with action.

How they kept their Value Proposition fresh:

• Re-centred its communication around reliability, care, and sustainability.
• Invested in improving customer experience and transparency.
• Refreshed internal culture and EVP messaging to restore brand trust.
  
  

Qantas showed that a brand’s Value Proposition must evolve with its audience’s trust and expectations, not just its business goals.

(Source: Qantas Annual Report 2024)

What we can learn

These six examples share one clear theme: brands that listen, adapt and stay authentic…thrive during change.

Refreshing your Value Proposition isn’t about rewriting your purpose. It’s about understanding what your audience values now, aligning your message with those needs, and expressing it consistently through design, communication and culture.

When done well, a refreshed Value Proposition becomes a catalyst for stronger engagement, customer loyalty and team pride.

Ready to refocus your Brand’s Value Proposition?

Your brand doesn’t need to start from scratch. Sometimes, it just needs clarity and a stronger connection to what your customers and employees care about most.

Let’s co-create a Magnetic Brand that makes your people feel at home - and drives real business impact.

Contact Belong Creative at hello@belongcreative.com.au to schedule a free Magnetic Brand Strategy Session.