Purposeful Communication: Opportunity or Threat?
One of the most important key components of a brand’s success is communication. Most of the times, even though sustainable and ethical practices are in place in a company, they fail to communicate their responsibility. And while it’s great that companies don’t act in a “good way” just for publicity, it’s also important to involve the community around them and let them know of everything they are putting into practice. Building a strong communication channel not only gives brands the chance to put out there their sustainable actions, but also gives them the opportunity to create a stronger bond with community, which feels taken into account when its informed about “internal” brand policies and practices. Is there a connection between the rise of interest towards branded content and the creation of more & more purpose driven campaigns?
What’s the line between the brand and its purpose?
Glass box brands should bring solutions to issues they bring to light