BRANDS SHOULD STOP SELLING TO POTENTIAL CONSUMERS & START LEADING POTENTIAL CITIZENS.
Joah Santos
Board Director | Advisor | CMO | Creator of POV? | Foremost tribe-building expert | ? 2012 | CRYPTO | FMCG | FinTech
Nike doesn't sell me sneakers, they help me get off the couch.
Starbucks doesn't sell me coffee, they help me connect with neighbours.
Dove doesn't sell soap, they help protect women's body image.
Nespresso doesn't sell coffee, they let you travel the world through coffee.
I love "Start with why" as much as everyone else but none of these brands would have worked if they didn't START WITH WHAT! What you make or offer matters. Apple, HP and Dell all came out with a "Why" a "purpose" in 1997. Only one worked, because only one was linked to what they made.
The world would be a better place and brands would create less noise pollution and see a bigger financial impact if brands would lead their potential citizens. After all, we don’t really buy products, we buy better versions of ourselves.
Imagine if a bank who's target market was 18-25, already has an innovative offering and actually made it their mission to get their clients employed. How many more clients would they have? This is actually something we presented to a bank, and the bank replied "It is not our responsibility.", but just imagine if they did really make that effort. How many more people would love that bank even if they only helped 1 person get a job but showed that they are really making an effort.