Tuesday was lecture day. We mainly talked about our next project entitled “Brand that can” which is all about creating brands with a social purpose: an organisation that aims to achieve more than simply financial profits.
This brand can be about anything and it doesn’t need to be directly related to the cause that it supports – it can simply be a generous brand (giving something without expecting anything in return). The causes can be anything like loneliness, animal welfare, education, medical causes, food waste, etc.
Today’s shopper cares, today’s market is not just about the products but what the brand stands for, socially and morally. The clients are exchanging their money, earned through hard work, for the brand’s product, so they have to make it good and work with morals, in order to respect the customer’s needs and wishes.