Brand management and its greater purpose

This article argues that all humans are pre-programmed with a need to believe in something greater than themselves (a 'spiritual' dimension), and this same altruism is integral to successful brand building.

Brand management and its greater purpose

Abigail Posner

Brand management and religion. The two seem to belong to completely unrelated worlds. But upon reflection, we see that they appeal to and benefit from the same fundamental human need: the need to believe in something greater than ourselves.

Brand management is most effective when marketers believe that the brands they analyse, innovate around, package and sell to consumers are not just something to consume but a source of positive change in the world at large. For these people, work is not only about the paycheque. It has a purpose, a mission...

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