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Brand Movements – Branding with a Higher Purpose

 -  4 min read

Brands sell things. It’s what they do. But to really stand out, a brand might sell more than just a product. They might sell an idea, knowing that a concept is made greater by the synergy created between brand and consumer. Sometimes, the idea being sold is one that can even make the world a better place. This is branding with a higher purpose, and it’s happening more today than it ever did before. It’s a movement, and it’s all about positive brand movements.

The Internet has turned us from a smattering of disparate, disconnected cultures into a massive, unified one. This has raised our awareness levels higher than ever before. We now care about the social and environmental impacts our favorite brands have. If we hear something negative about a particular brand, we’ll stay away from its products. These days, not all press is good press.

So it is vital to make sure your brand is on the correct side of this divide. Losing out on consumers, and the vast potential of your brand, is something that is easily avoidable, yet still a trap that scores of companies fall into. What’s great about brand movements is that any brand, big or small, in any industry, can take part in them, in any variety of ways.

Make your brand about something larger than the products it sells. Make your brand part of a movement. A brand movement. Align yourself with a charity. Go out and do good in the world. Quite simply, brand with a higher purpose. If you stand for something, consumers will stand with you. If you earn their respect, their loyalty will soon follow.

Examples of this Trend

Eastland Disaster Historical Society: Sometimes, in order to bring awareness to a particular, underserved cause, you have to create your very own brand. That’s exactly what sisters Susan Decker and Barbara Decker Wachholz did when they founded the Eastland Disaster Historical Society. EDHS was established to honor the memory of all those who were affected by the sinking of the Eastland, including Borghild Amelia Aanstad, a survivor of the incident and the grandmother of Susan and Barbara. This little-known event claimed 844 lives in 1915, and remains today Chicago’s greatest loss-of-life disaster.

88 Brand Partners had the privilege of rebranding EDHS on a pro bono account in order to coincide with the 100-year anniversary of the Eastland’s sinking. The results included a refreshed public presence, revamped awareness campaigns and a completely redesigned website.

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Volvo LifePaint: An automaker might be the last brand you’d expect to find working on bicycle safety, but that’s exactly what Volvo is doing with LifePaint. Released in the United Kingdom in March 2015, LifePaint is a reflective spray that glows brightly at night when illuminated by headlights, and is invisible during the day. LifePaint is applicable to any fabric, and washes easily off all surfaces. So far, Volvo has distributed two thousand cans to bike shops around the UK, furthering the idea that drivers and cyclists can share a lane when it comes to safety.

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