Brand social mutation

Sebastien Thomas

This paper accepts the premise that brands can maximise profit and be a force for good, and so focuses on how they should do it.

Brand Social Mutation – rethinking the brand model through the lens of social impact

Sebastien ThomasThe Platinum Guild International

In western culture, there has always been a feeling that making profit and 'doing good' are contradictory terms. It is a strong belief that may date back to the ancient Judaeo-Christian culture. This dichotomy was probably at the core of the development of on the one side, the system of capitalism, which focuses on maximizing profits, and on the other, the way in which social matters are left to states and charities to tackle through 'disinterested' volunteering.

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