The shift from image to impact: How brands are creating an antidote to apathy

10 min read

WARC Exclusive, June 2022

Summary

Created with Ogilvy, this report looks at building brand and distinctiveness through Impact.
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People’s expectations of brands are evolving and increasingly require them to show that they are contributing to ‘people’ and ‘planet’.
There are three significant tensions for consumers, which brands can exploit: how people define themselves versus how they’re defined through others; the paradox of uniqueness versus equality; and the growing demand for both personalized and shared experiences.
Many brands need to change how they ‘show’ and how they ‘act’: from mirroring mass trends to becoming magnets for individuals; from aspirational to inspirational; from consistency to coherence; from assertion to authenticity; from acting conspicuously to acting consciously; from exclusivity to inclusivity.
Brands need to develop methodologies to measure how much Impact they deliver currently and improve for the future.

Read the CMO interviews

Mondelez’s Jonathan Halvorson on why marketers need empathy as a core value

Jonathan Halvorson
Mondelez

‘Context is the driving force’: Nestlé’s Julieta Loaiza in making an impact in a changing world

Julieta Loaiza
Nestlé

‘We realised it's about the here and now’: Vodafone’s Maria Koutsoudakis

Maria Koutsoudakis
Vodafone

Why brands need to have a point of view: Unilever’s Tati Lindenberg on the impact of conscious marketing

Tati Lindenberg
Unilever

Spotify’s Jorrit DeVries on why authenticity is critical to brand distinctiveness

Jorrit DeVries
Spotify

CMO Martha Velando: ‘To build trust, it's all about transparency’

Martha Velando
De Beers

Carlsberg’s Nick Rich: ‘In terms of purpose and ethics, sustainability is just good common sense’

Nick Rich
Carlsberg

‘It’s in our hands to make a real difference’: Essity FemCare’s Tanja Grubner

Tanja Grubner
Essity

HP’s Jose Gorbea on why co-creation is a better way to do marketing

Jose Gorbea
HP

Pernod Ricard’s Ann Mukherjee on telling timeless stories and the next era of personalisation

Ann Mukherjee
Pernod Ricard

Topics

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