Several years ago the Supreme Court ruled that corporations are to be treated as individuals in the eyes of the law. I certainly don’t agree with that as it pertains to campaign donations and other issues of democracy, but when it comes to the new age of marketing I couldn’t agree more.
Corporations, more than ever, need to become brands. Brands that are individualized. That have souls and stories that people (aka: consumers, targets) can get invested in. Brands are now being morphed and pressured into becoming content creators, media publishers and thought leaders.
This is the logical evolution of our society where those sitting in the tallest buildings feel the obligation to lead. From Nation States to Religion to Business it has been an organic movement through the ages. This is a natural role for business to take and I believe brands are up for the challenge, but to keep the relationship with their loyalists symbiotic their voice must stay authentic, must provide some sort of value and they must not lose their soul as they carry out their role.
The form must fit the function. The content must be true to who you are as a brand. If you have nothing to say, then say nothing. We are knee deep in an age of information oversaturation and as we navigate this challenging landscape those brands that will win will be “conscious businesses that find their dharma,” said best by the great mystic Ram Dass from the Love, Serve Remember Foundation and Social Venture Network.