Support our nonpartisan, nonprofit research and insights that help leaders address societal challenges.Donate
Branding, marketing, and media are often misused in irresponsible and unsustainable ways—ways that overpromise on the value that can actually be delivered; ways that manipulate by appealing to our most shallow, image-driven vulnerabilities; and ways that define brands as substitutes for human relationships. That said, Laurence Vincent argues, brands can play a valuable role in our culture—and that those executives who have the privilege of guiding brands have a responsibility to understand the impact they can exert on a consumer’s individual identity.
Adapted from Brand Real: How Smart Companies Live Their Brand Promise
and Inspire Fierce Customer Loyalty.