Created with Ogilvy, this report looks at building brand and distinctiveness through Impact.
- 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.
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