Expanding the scope of brand impact.

March 8, 2012 at 11:52 am Leave a comment

via Co.Exist (January 1, 2012):

What’s the trick to making a brand meaningful? Focus on outcomes, not outputs. The criteria, says Haque [director of the Havas Media Labs and HBR blogger], are simple: “Did this brand make you fitter, wiser, smarter, closer? Did it improve your personal outcomes? Did it improve your community outcomes? Did it pollute the environment? We’re trying to get beyond ‘did this company make a slightly better product’ to the more resonant, meaningful question: ‘Did this brand actually impact your life in a tangible, lasting, and positive way?'”

Haque cites Nike+ as a prime example. “Instead of putting up another campaign of billboards with celebrities saying ‘Buy our shoes, they’ll turn you into a master runner,’ Nike+ actually helps makes you a better runner. That’s a constructive way to build a meaningful brand.”

image by Flickr user Mathieu Thouvenin

March 8’s daily design idea is consumers have long demanded (and received) positive impact from the strongest and most meaningful brands, but the impact that we’re demanding now is extending far beyond ourselves. Exciting!

For even more insight from Co.Exist on consumers’ growing expectations for businesses, check out the article “The Three Ages of Socially Responsible Business.”


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