We know that social causes are good for brands — reputation, recruiting, and community relations. But are brands good for social causes?
NEW THINKING
NEW THINKING
We know that social causes are good for brands — reputation, recruiting, and community relations. But are brands good for social causes?
Whether the role of brands in people’s lives is for the better or for the worse is a long-running debate. The most influential anti-brand voice of recent vintage is journalist and social provocateur Naomi Klein, who shot to fame on the cusp of the new century with her bestseller, No Logo: Taking Aim at the Brand Bullies, in which she denounced global brands for distorting markets, culture, work and even consumerism itself.
Standing still means shrinking. Brands must grow. And not only to grow the business. Brands must grow for the business to remain steady.
Recently, the research and marketing community quietly lost one of its brightest, most innovative thinkers and practitioners.
It’s hard to tell if something is good or bad unless we have something else to compare it to. A standard of comparison. A reference point.