Socially Impactful Brands – Brands that truly find purpose

Brands that truly find purpose and partner with nonprofits and artists to create meaningful, large-scale ways to solve people’s problems will be able to fill the “trust gap” with consumers and make it their primary advocate. And 81% of American online shoppers’ purchasing decisions are influenced by their friends’ social media messages. 2 Marketers should be obsessed with creating marketing experiences, products, and services that are so good that they spontaneously want to talk to friends, co-workers, and family about them. To summarize our point of view: Instead of more advertising, your goal should be to create “dedicated” marketing experiences and services that are so inspiring, informative, or helpful that they form an army of advocates who help spread the story of your brand in a rich and authentic way. Disney is “We create happiness by providing the best entertainment for people of all ages and backgrounds,” Tesla is “Accelerating the world’s transition to sustainable energy,” and Nike is “Bringing inspiration and innovation to every athlete in the world. “Remember how inspiring these goals are for the customers and employees of these companies, much more than any other quarterly goal. Brands, with their budgets and customers, have reach and resources; non-profit organizations have a deep understanding of how to solve problems and armies of dedicated employees and volunteers; and artists have the opportunity to focus on a theme and win their fan base. Don’t advertise, solve problems: Rather than focusing solely on advertising as a solution to everything, we believe that the natural interface on which brands can and should focus is to improve the lives of their consumers by solving problems. And social entrepreneurs who form integrity alliances with the right artists and brands can find ways to use the power of cool to do more good than if they tried it alone. People are the new media: how do you communicate your message on a large scale in these times of increasing advertising blockades? According to a Nielsen study, 92% of people rely more on the recommendations of their friends and family than on any other form of marketing. In this relationship, your brand goal can find common ground with your goal; instead of being in a “transactional” relationship, you can be in a “transformational” relationship. Be sure to keep your promise with the test: “Young people have been marketed since childhood, they develop this incredibly sophisticated lie detector, and the only way to avoid the lie detector is to do nothing stupid,” says vice-founder Shane Smith. Project Blake can help: Please email us to learn more about our workshops on goals, mission, vision, values and brand culture. Artists who work sustainably and respectfully with brands and non-profit organizations can use their talent not only to give them new canvases, but also to leave a moral and artistic legacy. Conversely, treating people as “citizens” – with a range of passions, concerns and goals – can build a much richer, multidimensional relationship with them. Leading with the cold: Today, it is no longer enough for a brand to be “good”; it must also be “cold”. “It must have a great design and a great history, and it must be an object of desire.