Generosity in Marketing

A headline in Adage caught my attention: “Building a Generous Brand”. It was great attention-getting headline to make me stop and read.  And after reading, I  began to think about brands in a different way.  

Don’t get hung on on the idea that this is about tying brands to altruistic/ socially-concious causes.  It is a different concept altogether.  As the editorial says, “We’re now in the business of building brands about ideas. And that means a car company can sell fun, a soda company can bottle optimism and a chocolate company can make joy.”

And doesn’t that seem a lot more intellectually challenging than just featuring speeds and feeds?

 It’s a quick read, and well worth your time.

~ by stragail on May 6, 2009.

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