Don’t worry, be hippy !
In this digital generation where information can be easily obtained within seconds, business cards still have retained their importance in business already has a bunch of printed cards distributed to a number of potential customers and yet you do not see any improvement in your market reach, then it’s high time to revamp your old business card. Take out your business card and look at it in an objective point of view.
Are brands the new flagship of good conscience?
But how wonderful is Diesel's world, where handsome and muscular young people are emboldened to overcome political divisions and live together in harmony. In a clear nod to Donald Trump, the campaign « Make Love not Walls» is adorned with a bohemian aesthetic, a sort of "Neo Peace&Love". Freedom, peace and love, it's hard to deny the hippie influences of the 1970s counter-culture movement.
In the same vein, Converse and its « Forever Chuck » is appealing to a youth with complex concerns. Supported by a host of emerging personalities committed to social issues, the brand sends a universal and pacifist message: dare to change the world to make it better.
Positive messages that reflect the brands' desire to assert themselves as real counter-powers. By building their discourse around ideological elements, they erase the transactional dimension that qualifies them, in order to better establish themselves as social actors.
A strategy that testifies to the quest for authority of these brands, which are seizing a philosophical terrain to assert their social utility and go beyond the futile image that links them to an increasingly criticized consumer society.
perilous balancing act.
However, despite these positive and optimistic impulses, there is still a form of inexplicable unease within us. From mental benchmarks intended to differentiate one product from another, brands have become the standard-bearers of counter-cultures? A position that is difficult to maintain and where it is easy to lose your balance...
Although it claimed to be full of good intentions, Pepsi was unfortunately forced to withdraw its latest campaign, as the embarrassment was so great. In its advert, the brand wanted to deliver a message of peace and tolerance by associating itself with the anti-police violence movement, Black Lives Matter.
The ad featured Kendall Jenner as a paragon of virtue, supported by the pacifist struggle and holding a can of soda to a police officer. And yes, a Pepsi is all it takes to solve racist violence. Now you know what to do about world hunger.
The advert was heavily criticised for pulling crude advertising strings by daring to make a simple shortcut between the product and a worrying social situation.
The campaign finally highlights the ambiguity of the posture of these brands, which oscillate between a commercial status that they seek to camouflage behind the quest for a political role that is supposed to be detached from any commercial interest.
Find a suitable opponent.
Brands cannot escape their initial raison d'être, which is to serve as benchmarks for consumers to differentiate a product from the competition. Pepsi will never be Gandhi, any more than François Hollande will boast the popularity rating of Google. To each his own.
Instead of pretending to solve the crisis, why not more modestly start by mitigating the symptoms?
The brand Calmbox is launching a monthly box made up entirely of products designed to relax and unwind consumers.
In the same vein, in the face of the incessant hubbub of life, meditation is asserting itself as the ideal remedy for finding serenity. And now there's no need to retire to a Buddhist monastery to experience the benefits. Applications such as Head Space, Relax Melodies or Petit Bambou are multiplying to give your frantic mind a few minutes of respite.
Recently, the Canadian sportswear brand Lululemon took to the streets of Paris with its meditation bus, aptly named« Om the Move ».
On the part of the major brands, positive branding initiatives are still to come. The light therapy devices installed by Vueling in bus shelters or the « Time is Precious », in which Nike urges us to take off our screens and go for a run, remain ephemeral and superficial actions. At a time when citizens are looking for more solidarity and sincerity, few brands are making a lasting commitment to our well-being. You have to go all the way to Iceland to see the example ofIKEA which, faced with a total lack of housing in the country, began to build buildings for its employees.
The idea is not to put one's ethical commitments on the back burner, but to embody them in concrete actions rather than limit oneself to incantations. It's up to brands to work on this with humility and subtlety to earn our increasingly fierce optimism.