Even though people are under economic pressure, they still want to support those brands with values that are compatible with their own.
Sentiment: POSITIVE
Consumers no longer want only a great product - they want to buy products from companies that align with their own character and values.
Any entrepreneur worth their salt knows that their brand is worthless if it doesn't somehow contribute to society or the overall good of the planet.
The currency of universal values make brands innately sharable.
Suppliers and especially manufacturers have market power because they have information about a product or a service that the customer does not and cannot have, and does not need if he can trust the brand. This explains the profitability of brands.
The question remains: which brands will commit to creating a private sector pillar of social change, and which will become casualties of their own outdated thinking?
I'm a massive believer in brands. Silicon Valley has tried to reprogram everybody to think brands aren't valuable. Or theirs are, but yours aren't.
Brands' products should be the manifestation of a company's values. Those values should be the subject of all sorts of wonderful stories that comprise your company's narrative.
Your brand is your public identity, what you're trusted for. And for your brand to endure, it has to be tested, redefined, managed, and expanded as markets evolve. Brands either learn or disappear.
We now see numerous examples of brands working together to address issues such as environmental degradations, climate control, pollution, poverty and disease.
Unfortunately, being a brand is really important nowadays.
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