Top brands exist for reasons beyond the bottomline.
Many brands have ambitious mission statements and brand guides. Very few truly live up to them cohesively in brand communications. Other brands may not even have a brand guide, often riding on the vision and guidance of a powerful leader or culture. When this changes, brands can go haywire. A brand strategy makes a home for a company in our world. It welcomes buyers into the experience. It builds communities on joy and hope. It brings stewardship during rough times. It brings intent and action together. It brings to life great corporate citizens who lead our world.
Somewhere in the mix is the spark.
Through our years of working on big brands, we know their spark is lit by a founder or leader - a single human being - who wanted to a solve a problem first, faster, better than anyone else. Our process looks back, looks now and then creates a future of possibilities.
Bold brands. Guess which brands aspire to this?
A. To radically shift the global economy toward life-fulfilling independent ventures. B. Making quality technology accessible to everyone. C. To take a stand for all investors, to treat them fairly, and to give them the best chance for investment success. D. To accelerate the world’s transition to sustainable energy. E. To inspire a consumer revolution that nurtures health of the next seven generations.
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The six roles brands play in the game of life.
Our process follows the theory behind the book, Love & Fear: Master the Primal Motives of Buyers. Authored by our president, Shantini Munthree, this book lays out six socially conscious roles any brand can play in the marketplace.
Once we decide the role fit for you, we work on the rest of your brand strategy. We explore eight tactics uniquely designed to ignite the spark in any buyer.
A few years back, countries across the world adopted the 2015 Agenda for Social Development. This is a big, audacious plan—much bigger than just climate change. These countries agreed to seventeen sustainable development goals (SDGs) and 169 targets that cover the gamut of potential harm we do as humans on ourselves and the planet we live on.
Businesses, big and small, continue to commit to track their progress against the SDGs. Holding themselves accountable to humankind, these businesses advance themselves and also build a better future for their buyer base. This is what socially conscious brands do.
BRANDKIND is a strategic branding agency that works with brands to align with what’s right for their financial bottom line as well as their corporate citizenship goals. The brands we work with strive to endear buyers and endure market cycles.
Answers: A - GoDaddy, B - Xiaomi, C - Vanguard, D - Tesla, E - Seventh Generation
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