Major news networks pervert news into a 24 hour circus creating ratings wars with no discernable issue in sight; music is carefully manufactured, tested, molded and packaged into glossy multi-platinum success, movies have all but morphed into platforms for multi product endorsements with vapid storylines, while video games have evolved into movies that have in turn shifted into 90 minute commercials topromote life-like action figures with perma-grin smiles, and social networks are everyday less social (you can now buy 1000 a thousand Twitter followers for less than $20 or 500 Facebook likes for a fiver…
As a brand strategist, I propose that it´s not all gloom and doom for consumerism and branding while being forced to admit that the accelerating commercialization of just about everything is giving brand communications and social networks an increasingly bad rap.
In a recent, socially networked conversation with friends and family, brand marketers were lumped into and dismissed in the same “shady” category as lawyers and real estate agents. Gasp! (While I do not condone the unfair and inaccurate stereotyping of any profession, I’m here to argue another position.)
While I’ve all but given up on CNN, I must admit I’m a strong believer in the power of brands and big business to use their power for good instead of ratings. I am also a big believer that the consumer, you and me, can shape the actions of brands by guiding them into being socially responsible members of our society with our wallets. If big business and big brands are all about the bottom line, it’d be prudent to remember that we are what we buy as much as we are what we do, what we watch or who we associate with.
As an advocate of socially responsible brand communications, I have been happily following a couple of online brands that are focused on turning their success into win-win for everyone.
1) Jumo.com, founded by Facebook co-founder Chris Hughes uses his social network expertise to connect philanthropic organizations and philanthropist from around the world.
2) Crowdrise.com has become a popular hub for crowdsourcing turning supporters into fundraisers. It’s celebrity founder hasn´t hindered its growth
3) Most recently, lifestyleandcharitydeals.com has emulated and innovated Grupon’s incredibly successful business-model creating a policy that gives 10% of proceeds to charities selected by its members.
While these 3 may not save the world, they give new hope to civil branders everywhere.
Daniel Gomez is a brand strategist at Mijo! Brands in Mexico. Follow Daniel @I_Mijo
Key words: branding, civil branding, social responsability, social media, Facebook, Twitter
