brands + meaningful = vital

November 8, 2011

in behavior change,wellness

“What’s the trick to making a brand meaningful? Focus on outcomes, not outputs. The criteria, says Haque, are simple: ‘Did this brand make you fitter, wiser, smarter, closer? Did it improve your personal outcomes? Did it improve your community outcomes? Did it pollute the environment? We’re trying to get beyond did this company make a slightly better product to the more resonant, meaningful question: Did this brand actually impact your life in a tangible, lasting, and positive way?’”

read: the brands that survive will be the brands that make life better

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