Brand Activism:
is “how progressive businesses are taking stands to create a better world.”
Brand activism is an increasingly popular corporate practice in which companies voluntarily take a stance on what they think is “good” for society and then make corresponding public statements and, occasionally, adapt their operations in ways that support their chosen social causes.
Brand Positioning: Historically, most brands have been marketed via their performance characteristics. “Our toothpaste is better than yours.” We’re better at “whitening teeth,” “preventing cavities,” or giving you “fresh breath.” Positioning is the name of the game in brand marketing. But positioning is no longer enough in our highly competitive markets.
Example of Brand Activism: Lately we’ve seen some pretty good examples; such as Ben & Jerry’s and other brands’ efforts to end racism; the Penzey Spice company looting its own store in support of Black Lives Matter.
Brand is like a person: In an era of fake news, the brand is seen as an entity that can be held accountable and, therefore, must stand for something. It’s like a person, and consumers expect that person to align with their morals and show moral leadership.
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