How leading brands build positive impact
The most prominent brands that people feel have a positive impact on society and the world we live in, have found different strategic routes to build this association…
Action Brands
People know what they are fighting for
These are challengers, born with a (dare we say!) purpose and a category issue to solve (Who Gives a Crap, Tony’s Chocolonely). They all have ‘good’ associations at the heart of what differentiates them, and their challenger position imbues them with dynamism.
Heartland Brands
Supporting the fabric of society
These are established brands who are contributing across a range of fronts, often related to helping Britain – they are doing some good at home, as well as dealing directly with category problems and issues (Tesco, McDonald’s, Nationwide).
Marketing-led Brands
Communicating change they want to see
These brands (Nike, Dove) have developed a clear position around a social good and proved they credibly and relevantly help and deliver against that need. Barclays have used long term consistent cause related campaigns to find some hard found differentiation in the category.
The Unifiers
They cross the culture war divide
Cadbury and Greggs have the characteristics of Heartland brands and have also leveraged their British heritage and cultural relevance to be seen to be actively helping with many of the issues that are splitting the country. They help right across the cause landscape. They bring us together through their generosity of spirit, good humour and are seen to make British communities a better place, for everyone.