The power of brands to inspire us and change our behaviour is huge.
The challenge to create a sustainable future for people and planet is huge.
So surely the opportunity to harness the power of brands, marketing and advertising to create a sustainable future is a match made in heaven. You’d have thought so, but the problem is that so few brands are seeing, or stepping up to, the role they can play.
Get it right and your brand could just be the disruptive force that makes us think in a different way (about the world and your brand). Makes us re-look at the way we have always done things. Inspires us to be better. Drives us to a more sustainable future.
The drive bit at the end is actually what inspired me to write this. BMW have just launched its stand alone sub-brand, called BMW i, with the motto “Born Electric”. The car maker is rebranding its sustainable vehicles division in an effort to differentiate its upcoming line of electric vehicles.
What caught my eye is the video on its new website. The video is not about reducing things. It’s not about stopping what you are doing or having a worse life.
It’s about inspiring us to do more. It’s about having a better life. It’s about thinking about things in a different way.
Okay, so BMW aren’t going to stop producing gas guzzlers for the foreseeable future, but if they can stimulate greater consumer demand for change by inspiring more of us to think differently, we might move more quickly towards a more sustainable future.
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