Is Your Brand Enriching Someone’s Life?

Looking out over the horizon, the hottest and fastest growing brands bring value to people’s lives. That’s why there’s a huge opportunity right now for brands that make a difference. Back in 2006, advertising legend Bob Greenberg said, “The real opportunity for brands now lives in finding ways to enrich lives.”  What about your product? It might be a hammer, toothbrush, a church service, a book, a humanitarian project, or a film.

Enriching lives isn’t about what you say, it’s about how you act, or how your product performs.  So stop saying what you’re doing and be it. Stop talking and act.

With nonprofits, what value are you bringing to your donor’s lives? It’s not just about what you’re doing with their money, it’s about how they fit into the picture. How their giving will impact them.

If you can’t tell that story, you’ll never grow very far.  So the question:  Are you about selling products, raising money, or enriching lives?

 

This entry was posted on Tuesday, April 3rd, 2012 at 7:13 pm and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

2 Responses to “Is Your Brand Enriching Someone’s Life?”

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  1. Chris says:

    In 2004, Saatchi & Saatchi worldwide CEO Kevin Roberts published a book  called Lovemarks – The Future Beyond Brands. Enriching lives is encapsulated in his list of differences between brands and lovemarks:

    (B) Information – (L) Relationship
    (B) Recognized by consumers – (L) Loved by people
    (B) Generic – (L) Personal
    (B) Presents a narrate – (L) Creates a love story
    (B) The promise of quality – (L) The touch of sensuality
    (B) Symbolic – (L) Iconic
    (B) Defined – (L) Infused
    (B) Statement – (L) Story
    (B) Defined attributes – (L) Wrapped in mystery
    (B) Values – (L) Spirit
    (B) Professional – (L) Passionately creative
    (B) Advertising agency – (L) Ideas company

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