So what makes a 'mean' brand and what makes a 'meaningful' one? I've been thinking about this over the past few days. What's the criteria? Would Apple be a meaningful brand? Yes, I think so. But what about the workers at Foxconn, (the manufacturer of Apple's products in China), in getting employees to sign a contract promising not to commit suicide. Do ethics play a role?
So how can Apple still be a meaningful brand? Who's in and who's out? Stress testing the criteria (in my head) I've arrived at the conclusion that what makes a meaningful brand lies in its motive. It's the thing that drives the business? Yes, money is important, but when it's money alone, everything ends up feeling a bit drab and meaningless. Unless you're one of the few at the top who're actually making the big bucks, perhaps.
Everyone wants to make money and there's no objection to it from me (helps pay the mortgage), but what makes truly meaningful brand are the ones that are driven to do something bigger, that have a greater purpose and ambition. The ones that set out to do something better. These are the meaningful brands I'm interested in here.
Nick Couch
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