I have a Point of View, therefore I am
One of the main themes from this year’s Web Summit is best described through this take on Descartes’ “je pense, donc je suis” (I think therefore I am). This sentence is a great thought starter when it comes to the world of brands and more importantly their and our responsibility on having a point of view on the world.
In today’s day and age brands including their consumers, owners and employees are asked to take a stand when it comes to their brand’s Point of View of the brand they can influence.
Why? Because you can and you must. We the people in all roles and responsibilities are asked to think about a world we not only want to live in ourselves, but also want our kids and their kids to live in.
This strong message was thrown at us by a very broad range of people, leaders if you will: from environmentalist McNamara to Richard Edelman, from Microsoft chairman Brad Smit to Amnesty International’s Kumi Naidoo.
The core of the message is not necessarily to only buy idealistic and sustainable brands; it does not include a judgement on the decision we make. It is much more an appeal to think about the brands we work for, manage, advise, own or buy; to make a conscious decision about them and our connection with them. Which brands do we connect to in which way and why?
Two very different examples to illustrate this:
1) Mattel recently renewed its vows towards the core of its Barbie brand: the fact girls can become anything they want to be and should be able to dream about this from an early age. Something that is fantastically brought to life here.
2) Plastic Polution Coalition founder Dianna Cohen and surfer and environmentalist McNamara took a stand tobe the movement behind both smarter water management and at the same time stop using single-use plastic by never to use a single plastic product ever again, by not buying any plastic bags at supermarkets ever again, by always bringing our own reusable water bottle and by making it more fun to make every day as environmental friendly as you can. Diana Cohen: “After all, we are a water planet.”
Of course we strongly support this movement, because when you have a point of view on the world / society, you are much more relevant to specific influencers, journalists and your brand or organisation will get the attention it deserves. Whether you are a fast moving consumer good company or an organisation intrinsically founded to make the world a better place to live.
You could even argue having a point of view is fundamental for the future existence of your brand. So - what’s your Point of View?
Wilmar Alex Tax
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