Some brands have gone down the increasingly well trodden path of trying to find cause based purpose in what they do and stand for.
Most have pursued this in really naive ways and ended up using blunt instruments to try to give the world transparent ‘fake’ beliefs and causes.
These help no-one and overtly damage cause based brand strategy and its true future meaning and place. They disregard the really important, highly nuanced and increasingly sophisticated ways in which people, inside and outside organizations, are starting to think about themselves and the world around them.
People, from employees to customers, deserve better. Everyone from fashion start ups to healthcare organizations, complex tech enterprises to governments and even not for profits, need to re-imagine their meaning, place and purpose, their conduct, their benefit and their interactions.
Vision, belief, rigorous strategy setting, conduct and leadership all play vital roles in this but by far the most important determinant is having, in the first instance, the will to re-imagine and then the will to take meaningful action.