Brands are the new government

This paper argues that it can make good business sense to build brands that focus on the bottom line but which also tackle social issues.

Brands are the new government

Stuart Crawford-Browne and Colin StrongGFK

Brands are vehicles for ideas: they are more powerful and effective in changing the world, addressing imbalances and creating wellbeing than governments. If brands gain the confidence of consumers and embrace the nascent market forces of the changing economy, they can optimize profitability and have positive impact on society. The sense of purpose, decisive leadership and grit of marketers and social entrepreneurs are key to navigating the tough ride ahead to a sustainable future through the brands that they bring to life.

Public policy is failing to address the...

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