Interactions Jun 01, 2015 Values have to be built around a brand; it is a long and continuous process A consumer consumes a brand and values have to be built around it. It´s is a long and continuous process. Look at mobile network. A network is a network, however, sale experience with every network is different; service offered is different. So you need to build a story around a brand. Wonder Cement being a younger player is creating ´wonder´ as a powerful brand.