It's become more and more common for brands to champion a social purpose greater than their basic function. To take three prominent examples:
- Apple: To empower creative exploration and self-expression.
- Nike: To bring inspiration and innovation to every athlete in the world.
- Dove: Helping women reconsider and redefine what beauty is.
What is your opinion of the commercial value of such an approach? And should all brands consider adopting it?
In Creativity, Inc., Ed Catmull recalls a conflict that arose during the making of A Bug's Life. The creative team insisted upon releasing the film in widescreen, improving the cinematic...