Those of us who have been entrusted with creating, growing and leveraging brands have a unique opportunity to contribute to a better world. After all, our decisions have far reaching consequences because our brands generally have very large audiences. If you had the choice of growing your brand through fear or pleasure, which path would you choose?
I would contend that brands have always been and can increasingly become vehicles for creative expression and ushering beauty into the world. They are also sources of entertainment and a temporary escape from the demands of the day. Further, they can be sources of aspiration and inspiration.
Consider Newman's Own's charitable contributions and Dove's Real Beauty Campaign. Consider Patagonia's environmental ethic. And GEICO's ads are quite entertaining. Those ads have ushered in a whole series of entertaining ads from a variety of insurance companies.
Brands would do well to espouse values and demonstrate qualities that make them admirable. As people increasingly look to brands to serve as self-expression vehicles, brands benefit from embodying nobel qualities and standing for something admirable.
Consider how you can lift your brand to a higher path to make the world a better place.
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