Today, people believe brands have a role to play in making the world a better place. At the same time, they also believe if most brands disappeared, the world wouldn’t be any worse.
This represents a significant gap. With a public that is more selective in its choice of brands - while holding those brands to a higher standard - brands can no longer market how they used to. In order to win the hearts and minds of people, brands must market themselves differently. We intend to discuss that a shift has happened, one that sees brands moving from creating an image to making an impact. To be successful today, a brand must exist to make a meaningful impact on the world.