In their book, Friction: Passion Brands in the Age of Disruption, Jeff Rosenblum and Jordan Berg use psychologist Abraham Maslow's concept of a pyramid of needs to envision a healthy brand. They've replaced basic needs as the large, foundational bottom with leadership, which they say is "simply about getting an entire organization aligned for a specific goal". 

But Rosenblum and Berg warn that most brands have built their hierarchy upside down. "Based on overall expenditures, interruptive advertising typically occupies the widest, most foundational part of the pyramid. The foundation of the pyramid should not be paid advertising." Instead, they say, once the whole company is clear on who it is and where it is going "from there, it’s about empowering the audience through content that improves category performance and experiences that improve the brand relationship. With that foundation in place, advertising can be effectively and efficiently used as the final stage of the hierarchy."

Article: Brands Also Have A Hierarchy Of Needs