Umair Haque on the evolution of branding:
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What’s a meaningful brand? According to @umairh, a meaningful brand signals that a company is at a minimum not actively doing harm, while having a tangible positive impact on people’s outcomes or quality of life – it makes them better off in very practical terms — for example, helping make people smarter or fitter or better connected or more productive, etc.
The big shift in branding that Haque is describing here seems to me to align really well with government. Us govvies never really could work on a status-based level anyway (somehow “pay your taxes – all the cool kids are!” just doesn’t cut it).
But the idea of a brand that not only does no harm, but contributes positively to my quality of life? Sign me up. If people’s expectations really are shifting to what Haque calls “allocentric demand” – from valuing individual status to valuing health, nature, future, society, community, then this really aligns well with what in my view the institution of government is supposed to be about.
Here’s a thought that occurred to me as I watched this video again: is this just a case of the private sector just catching up to where gov has been all along?