“Branding” Compassion? What is that about? ‘Looking around’ might give the impression you can “brand” anything. While “branding” is as old as ”Methuselah” (even older), it’s never been used to propagate kindheartedness.
One could brand the origin of branding as an American success claiming that it all started in the Wild-West where cowboys marked (branded) their cattle by burning a special mark into their hides, but that technique was already in use 2000 BC in Egypt. In that same era, craft-workers such as potters and masons worldwide marked their products; mostly to make sure they were properly paid. And anyone knows painters “branded” their work with their signature since the end of the Middle Ages. Branding appears to send the message: “This is mine”.
In modern times when products started to get produced “en masse”, companies started- with wine “chateau’s” as their example- to use logo’s making their product stand out and familiarized, since then we have well known American brands as Campbell’s Soup or Coca-Cola. While quality of products became more and more standardized from one brand to another, marketing techniques focused more on promoting brands rather than products. Better communication channels (film, radio, t.v.) gave also the opportunity to make an emotional appeal. People got attached to their brands. Ask Apple.
We also started to brand people. Job-searchers became networkers and started to ‘place’ themselves into the market as a Brand taking center stage in their own success. And now we also have our ‘Influencers’. Like ‘Planet Concourse’ has placed itself between ‘Shoppers With a Cause’ and companies when it comes to Loyalty, ‘influencers’ have placed themselves between consumers and companies when it comes to marketing. Loyal to their example, followers are more inclined to accept a specific brand whenever the influencer promotes it.
But promoting the application of concepts that will make the world a better place is still surrounded with connotations like ‘naivety’, ‘too soft’, ‘too idealistic’, or ‘too holistic’. While the world is on the brink of major changes environmentally, economically and socially, our old concepts do not work anymore. The world is becoming a global village where problems can only be solved in cooperation with all parties.
What we need is a ‘marketing strategy’ that propagates kindheartedness as common sense, very practical, and at the end beneficial for humanity as a whole. It is the golden rule ‘do as you would be done by’. It is away from the soft ‘being virtues’, ‘being merciful’ and bringing a warm feeling.
Why don’t you join in as an influencer for a better world? Propagate kindheartedness, compassion or loyalty. Inspire your followers, whether you have thousands on the internet, or just a few at home.
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