Give the brand a parenting role to deliver social value

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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