intelligent
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RANDS HAVE BECOME far
B more than just the products , logos and slogans they are built on . Those at the top of the pile – i . e . Amazon , Apple and Google – have become interwoven into the very fabric of our society , with a huge amount of influence over economic and social spheres and an established place in our day-to-day lives .
Smaller brands , especially the ones we may not interact with daily , can have a massive impact . Take the ALS Association , for example . An American non-profit organisation working to discover treatments and a cure for ALS , which almost certainly reached you in one way or another , when it ran its 2014 ice bucket campaign ( which , incidentally , increased annual funding for research by 187 %).
Regardless of size , brands have the power to change consumers ’ behaviour and perceptions , whether for the duration of a campaign or for a longer period of time . For small- and medium-sized enterprises ( SMEs ), their size means they are uniquely placed to try a riskier strategy , with the ability to be more agile and flexible with their marketing campaigns , reacting and pre-empting societal attitudes . For SMEs that aren ’ t taking risks , there is a real danger of falling behind their competitors that do .
Because the thing is , we know the influence brands can have . We ’ ve become acutely aware of their impact on our world , and we expect them to do the right thing with it . The consumer is now reshaping the way brands must conduct themselves , in order to appeal to today ’ s socially conscious audience . Particularly so for the digital native Gen Z , many of whom have created their own ‘ personal brand ’ online and want to support companies whose values align with their own .
The importance of values
Values are , of course , not a new concept . They can be traced nearly as far back in time as humanity itself . The Ancient Egyptians , for example , adhered to the principle of ‘ Ma ’ at ’, embodying truth , balance and order . The Ancient Greeks emphasised the virtues of courage , wisdom and justice . And every
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AND THE IMPORTANT THING FOR BRANDS TO CONSIDER HERE , PARTICULARLY WHEN MARKETING TO GEN Z CONSUMERS , IS THAT THESE NEW VALUES ARE NOW HAVING A HUGE IMPACT ON WHICH COMPANIES PEOPLE ARE BUYING FROM .
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