Advertisements

Do Brands Have The Power To Change The World?

 

apple-nike

Here is the one true thing I know about humans having studied them in action and been one myself for many years: we are essentially “good”. Whether we all know it or not, we share a light of truth that binds us to one another in a spirit of belonging whereby we all have the opportunity to thrive.

This is fact. However, if you disagree with this fact, feel free to stop reading and I’ll catch you later once you have experienced proof of concept. Which wont be long now.

So, yes its true that people are naturally inclined to be good. We know that. But for too many of us these days, that light is hidden in shadows or buried altogether. Or at least we think it is.   We have a tendency – especially in the more economically developed parts of the world – to dive too deep into the distractions of daily life – letting the shiny things substitute for soul shine and forgetting that the good stuff is on the inside. I suppose we have started to forget we belong to one another –that we are love and we are loved.

But here’s the good news – light and love is contagious. It is downright virally infectious. When one human allows their light to shine through in its purest form – that energy draws out the light in others. It is a reflection of our highest common denominator truth and the more pervasive its exposure the more effective its result.

That’s why I like working in marketing strategy. While some people might think marketing is the art of fabricating persuasive fiction, I see it for it’s potential to give and spread the gift of truth. It is the medium through which those who direct mass-communication can remind a world full of customers to reflect, empower and spread that truth.

You see, brands have an opportunity to be so much more than shiny things that might be granted the favor of our attention for a fleeting moment in our lives.

Companies who market consumer brands have not just an opportunity but also an obligation to be more than an idea attached to the stuff we use. They can and should be the fuel – the nuggets of energy we engage with every day – that help us get stuff done – driving momentum for the positive social change that will allow all humans to thrive.

It really is a pretty simple concept:

A Brand is an idea or collection of ideas that has cultural meaning, represented in products, packaging and marketing communication as well as in the ways that the companies who market them conduct their business. When we see a brand sharing an idea that represents a deeply held human truth, we can feel that sense of belonging to one another being validated.

So, If brands can truly embrace and reflect the highest common denominator truths that exist in their most engaged customers – for example – they can reach thousands, hundreds of thousands or even millions of people with that same light-filled message – since many other humans who might not necessarily be engaged with that brand will also share belief in and commitment to those truths.

 

This projection of highest common denominator values not only provides an opportunity for that brand to reach more humans, but for more humans to connect to one another based on those shared values.

Its also important to realize that getting at those truth’s is not as difficult as one might think. As it turns out, humans like to share their truth – whether they tell you or show you through their behavior or how they curate their lives. I should know – I have spent the last 15 years listening to eager consumer research participants share their stories. And when a brand shows interest in really understanding the human truths their customers hold dear it creates a bond that builds love – the same way it happens when you are cultivating human relationships. Because we are inclined to bond with people who care about who we are deep down and allow us to shine.

So it stands to reason that when brands and companies seek to understand their customer’s humanity, they are not only building a bond that ensures a loyal following but one that also puts a little more love out in to the world.

Now imagine if even half of the world’s gazillion brands were spreading that kind of light every day…to multiples of millions of people at a time. Imagine the world we could create if people were empowered to radiate that kind of love and light and truth and belonging every day in their interactions with all of the brands and other humans they encounter.

Based on the math alone we can see the big picture and it illustrates a very very bright future for humanity.

My mission is to help find and spread this light and remind humans how much we belong to one another so we can get on the same path toward a better tomorrow. Sure there are several light-spreading callings out there from music to religious practice to art and film.   I choose work that communicates through the lens of consumer culture – because I truly believe in the power of marketing love to the world.

Our mission at Culture – the cultural strategy firm where I am a partner –  is to cultivate human connection in the interest of shared thriving. We do this by strategically helping companies understand the potential of their brand from the perspective of their best customer’s highest common denominator values. In the process of finding the upside of humanity in the people who support their companies, the humans who run those companies also get the opportunity to bring their own humanity in to their work. It makes for better business and it makes for a better world for all of us.

So yes – brands do have the power to change the world – by elevating the consumer cultural conversation. Because shiny things with fictional stories are simply disposable objects. But brands that share human truths in their communications and their business practices are love machines that have can bring humans into the light and help us achieve the potential we all have to create the world we want to live in – one where we don’t live in fear of our ability to survive but rather embrace our power to thrive.

 

All it takes is a little love and the willingness to seek out our truth.

 

 

 

Advertisements
Categories: Branding, Consumer Anthropology, Consumer Culture, Uncategorized | Tags: , , | Leave a comment

Post navigation

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Create a free website or blog at WordPress.com.

mspeachierocks

femdom/adult writings

Punk Rock Anthropology

All things punk rock: music, news, and fashion.

ish ism

Love. Explore. Advocate. Rejoice. Note.

Adventures in Living Abroad

Scintillatebrightly

Abigail S. Holbrook, MSW, LCSW, LLC

Counseling and Consulting in Athens, Georgia

theBeerAuthority

The only authority for all things beer...

Millennials at Work

Coming of Age for the Millennial Workforce

Creativenauts

Personal, design, inspiration, interests.

tumsen

Just another WordPress.com site

Echague

fotografias

ThePopularitéBug

Being a popular kid isn't easy,you have to be cautious about every move of yours because you know that all eyes are on you.Not just the eyes that look up to you but also the eyes that love to see you in pain.You might have your own list of followers but with this list there exists the "popularity starved crowd" who wants to replace you.But when reality bites these morons and they're back to square one,hurt and angry with themselves they try to make you the victim of their moment of high adrenaline,just to make you suffer because you're better.They try to clean their head by ruining your perfect life.What's more is right then you realize that none of your "friends" are what they appear to be.You're broken,depressed .You feel the need to talk to someone of your own kind,someone who won't judge you and that's when you can find me at thepopularitébug,I promise to do anything and everything to help you out of your problem!Amen.

Working Self

Creating Meaningful Work with Rebecca Fraser-Thill

AMERICAN MALE

Often described as a blog, an online magazine, a journal. When examined further the description changes and it becomes a project, an objective, a mission. American Male is one simple thing. It is a collection of different thoughts and experiences so come share yours and be part of the narrative.

nydwracu niþgrim, nihtbealwa mæst

signals, signals everywhere / and not a thought to think

franceleclerc

World travel and photography

entitled millennial

"any man can handle adversity; if you want to test his character, give him power"

%d bloggers like this: