Give the brand a parenting role to deliver social value

Steve Hastings, Isobel

It is useful in brand planning to imagine the brand in terms of its personal role in the lives of the target audience - such as friend, confidante and, more than ever, parent.

Give the brand a parenting role to deliver social value

Steve Hastings

How we think about brands is often helped by imagining the brand in a personal role in the lives of the target audience. The brand may be a friend, a confidante, a trusted uncle or even a lover. I want to suggest a new role for a brand – as a parent.

Brands are taking their role in life more seriously now. It is rare to see a brand plan without a consideration of how the brand can contribute in some way to the life of its audience....

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