At that time, newspapers and newspapers did not have Fax Lists much to offer digitally and the sale of individual articles on Blendle was a godsend. The reason for the withdrawal of DPG Media is, among other things, Blendle's changed business model. Because paying per article was not profitable, an ' all you Fax Lists is a small supermarket chain that is mainly active in the larger cities. The supermarket brand aims to positively influence people's consumption behavior by selling sustainable products. On the Fax Lists About Us page, Marqt takes an activist approach: “The current food system harms our environment and the quality of our food. It has to change, but our system is pretty stuck: only together can we get it moving”. Social mission is woven into Marqt's identity. That the brand is Fax Lists not satisfied with the status quo is immediately clear from the first meeting. SPAR is a Dutch supermarket chain with Fax Lists stores all over the world. The brand positions itself as the center of the neighborhood and a supermarket where everything can be found. Words such as convenience, cosy, enjoy and friendliness come to the fore. This is further apart from the character of a brand that wants to bring about system change. If we plot this in our BSR model , the following picture emerges (see Figure 1): two brands that represent Fax Lists almost opposite value patterns and connect with customer groups with somewhat contrasting lifestyles. Red stands for progressiveness, curiosity and the urge for freedom and Fax Lists self-development. Green, on the other hand, feels more comfortable with certainty, security and safety. Spar and Marqt Figure 1: Positioning Marqt and SPAR in BSR model The values behind the BSR model Fax Lists Figure 2: The values behind the BSR model The method In May 2021, we divided n=300 respondents into two groups. Group 1 saw the existing brand story of SPAR and group 2 saw the existing brand story of Fax Lists . We then showed both groups the same statement, stating that this statement came from SPAR/Marqt.