Brands as a source of meaning

The void waiting to be filled. 

Where do people find meaning in modern society? Where are the leaders to guide us? Where are the lighthouses to help us navigate our lives?

Our need for meaning is as strong as ever, but where do we find the nourishment which we sense is missing? In the glamorous lifestyles of celebrities? In the quick-fixes of pop-psychology? In the slick, misinformation of politicians? 

It’s a void out there.

The wonderful world of marketing can make matters worse. Much worse. Perhaps like us, you feel assaulted and affronted by the industry’s debasement of society: billboards with inane smiling faces, digital banners that pop up just as you start to watch something, logos in every conceivable place you look. We feel embarrassed that our industry is responsible for linking human happiness with a pair of sneakers or a data bundle. Is this how we make a living?

But the void is waiting to be filled.

We marvel at the brands which inspire our daily lives. Those which make a meaningful contribution to the way we live. These brands resonate with the values and norms of society. And they are richly rewarded. They bring home that Holy Grail of business – unfair competitive advantage.