5. "Living with dignity is everyone's right."
I was surprised that only "adult diapers" came up as a product category when we researched associations with this truth. No particular brand.
"Hospice" and "Euthanasia" came up. But that was perhaps because the survey targeted people with disabilities.
But think about it.
Isn't there enough indignity around in the world?
Can't any brand make a virtue of self-esteem?
Must it be left to Dove to champion self-esteem for women?
The selection of this "unused truth" from the bank of obvious emotional truths I've ended up collecting over 25 years of using The Aha Tree was prompted by a post by Shomo Sen .
Where he pointed out the indignities that human greed continues to heap on other humans.
Thanks, Shomo.
Want to be a really inclusive brand?
Then base your Products and Services, in fact, your entire brand experience around this truth.
领英推荐
"Living with dignity is everyone's right."
You would imagine that a brand like Dignity Foundation should own this truth.
Actually, Dignity Foundation has done well for itself on another obvious emotional truth. "Senior Citizens are happier when they have a positive attitude to aging".
Full disclosure. Sheilu Sreenivasan came to what was called Univads then, circa 1996. With the objective of not having to close down a magazine she had started. Dignity Dialogue.
Thanks to that Aha moment, the Dignity brand is now Dignity Foundation and has a national footprint. And Dignity Dialogue continues to be published every month for the last 26 years. It has grown into a bouquet of services that promote a positive attitude to aging.
That still leaves this truth up for grabs.
"Living with dignity is everyone's right".
This is the fifth in a series of "unused obvious emotional truths".
Truths that resonate better than "People take pictures to share memories". Which Instagram now owns. Because Kodak forgot that they were in the Memories business.
If you would like to take a look at the other "Unused brand building truths" you can start from here.
And do leave your comments on the truth in the headline above, below.
Creative Direction | Copy & Content | UX | Strategy | Events Focus areas: Content & IP production, brand ecosystems, activations, scriptwriting, sound. I time travel, so I know what you did next summer.
2 年Sumit Roy Was very surprised and am very grateful for the inclusion. I always admire your thoughts on productivity, culture and work. I have deleted my original comment because I felt that it had a chance of being perceived as an attack on toxic work culture. Of course, I still feel that in a work system filled with deadlines, negotiations, presentations, AI and cutthroat saturation, the treatment of human dignity seems to only exist when a brand wants to make a campaign about it. I'm very happy to read your thoughts about this. This was a wonderful read.
Former CMO | Brand Strategy | Marketing Effectiveness
2 年‘Sar Utha Ke Jiyo’ byHDFC Life Insurance