It’s about small ones. Authentic ones. Passionate ones.
While the 20th century was in many ways, defined by monolithic, multinational brands and the “mad men” who marketed and advertised them, the 21st century will turn out differently. We are still in the midst of the process of the democratization of information. The atomization of retail distribution is at this very moment shaking the bricks and mortar retail world to its bones, with household-name goods preparing to tumble off the shelves into oblivion in the coming years and decades. As the giant brand-owning corporations begin to falter, often unable to comprehend the true cause of these tectonic shifts and trapped by the very system upon which their wealth and power was built, a new, gentler, more democratic and sustainable era will arise. We are tending the seeds of that future, today.
Revitalise your brand and product portfolio to become a leader in the conscious brand space.
It sounds crazy. I mean, marketers are key players in the mess that’s been made so far, right? Exactly! That’s because marketing is power. The truth is that marketing is how the world runs. It’s how the narrative of everything in the world is developed and communicated, from money markets to governments to research and of course, the supermarket. Procter & Gamble, the giant consumer good company, was not named the consumer goods manufacturer of the 20th century (although it could have been), it was named the marketer of the 20th century.
As a marketer and a brand strategist I spent more than a decade agonising over the reality that my communications and branding skills were helping to support a system that was leading to the inevitable decline in the health of our bodies and our planet . I struggled for a long time to understand how I could live up to my own ethical standards, bring real value to the picture and still earn a living.
If you’re a marketer or a brand strategist today, you may be going through a similar crisis in which your personal ethics are just hitting the wall each day when you go to work. Let’s change that. Or at the very least, let’s get the discussion going on how start turning it all around.