Shruti Deshpande

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Can brands save the world?

By Shruti Deshpande #brand management, #Branding, #digital marketing

 

Isn’t it ironic to say that brands can ACTUALLY save the world considering they actively contribute to the current state of it with problems like climate change, pollution, diminishing resources etc.

Coming to think of it what are Brands essentially?? Brands are messages wrapped in an entertaining way.  They have a powerful voice that transcends borders, gender, age and whatever that comes in between. Corporates behind brands are always trying to convey the big picture- the big change they want to see. It is the Nikes that challenges you to ‘Just Do it’, the Apples’s want you to ‘think different’ while De Beers have almost convinced you that ‘Diamonds are forever’ and so is your bond with your spouse! But it is these very corporates that also satisfy needs, innovate and also inspire the individual. Like ‘Save the Children; charity leaves a mark when it says ‘No Child Born to Die’ !

Brands are certainly powerful to a great extent as they are known to influence behavior. Brand is an idea that you stand for, this is what attracts people to it and keeps them loyal. Brands bring people together, helps build communities. Time and time again there have been stories of people coming together as a result of a powerful branding message creating a purpose that has had far reaching effects.

Levi’s for example found out that more than half of the amount of water and energy used over the lifetime of a pair of jeans came from how it was washed and dried. This promoted the company to start sewing a ‘care for the planet’ tag to generate awareness  about washing cold, lining dry and finally donating to charity.

It is brands like these that communicate the idea of creating a better planet one step at a time. Brands often have a job to find commonality, varied interests and shared values. It makes one feel like really making a difference for the better when brands like Adidas say ‘Impossible is nothing’. Encouraging those who are crazy enough to believe they can make a difference, are the ones that do.

So although there is a long way to go,  brands can certainly help in influencing people to change their thinking , equip them with ideas to act differently and ultimately save the planet.

By Shruti Deshpande

A marketer at large with a passion for personified storytelling. Eager to give an idea its legs so it can be best executed and create an impact its mean to. A firm believer that each marketing activity has to make a difference – big or small, doesn’t matter. It should most certainly create a relationship with the customer – listening, understanding and most importantly adding value. My aim is to understand the story behind marketing campaigns, humanize the problems and translate the learnings in the best way that can help you connect with your customers.

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20 thought on “Can brands save the world?”

  1. I didn’t know about Levi’s.

    I agree, brands can definitely influence people in a good way.

    It all starts from the top of the organisation and flows down. Promote positive ways to save the planet and eventually it will catch on.

    Nice article Shruti.

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