Segmentation using values related variables is increasingly being used in Asia to help in the positioning of brands and to drive marketing communications. This paper addresses some of the drawbacks and limitation of this approach. In particular, it focuses on the failure of this approach to deliver a meaningful understanding of the relationship between brand and consumer and how this hamstrings the building of a brand. This paper posits that when understanding the relationship between brand and consumer, alternative approaches should be considered. In particular, it highlights why consumer need states provide a better platform for understanding consumers behaviour and brand relationships.