Customers prefer responsible brands. Responsible brands have a higher purpose.

Nishant Mehta

This paper argues that the most successful brands combine insights, innovation and inspiration to work for the good and profits, and gives an Indian perspective using examples.

Customers prefer responsible brands. Responsible brands have a higher purpose

Nishant MehtaJohnson & Johnson Medical

Read more essays on CSR in India and related case studies on the Brands and Sustainability in India page

As you begin reading this essay, I recommend you do the following.

  1. Stand in front of a mirror.
  2. Spend a minute observing what you see.
  3. Count the number of brands you see in the reflection and around yourself.
  4. Identify them.

A high chance – you would be reading this on a mobile device or a PC that sports a half-eaten apple. The furniture...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands