“Creativity has the power to transform human behavior.”—Leo Burnett Advertising Agency
We live in a branded world. That can of soda isn’t just to drink; it’s to fill you with happiness and joy. Those shoes don’t just protect your feet, they empower you to take charge of your life and move forward. Brands are everywhere, and everything is branded.
Is this a good thing? Is this the sign of a materialist America that is so shallow that people give a computer a personality? Probably. Is this a bad thing? Nope.
Responsible citizenship is all about getting people to care enough about something to cause a change in the way we see our community, society, and world. If we look back, the best way to do this has been to tell stories. The abolitionist movement drew strength from Uncle Tom’s Cabin; the Civil Rights movement got sparked by Rosa Park’s story. Stories connect people and give them a reason to care.
Brands have stories, products don’t. Brands also have a responsibility to stay true to their personality, and the strongest brands connect to real human emotion.
With brands, companies have already changed human behavior. Nike created the modern day fitness movement. Apple inspired innovation and creativity for an entire generation. What’s to stop these brands from pushing further by creating movements that extend to real social change? Responsible brands are created when responsible citizens demand a brand stay true to its human story. Through this world change can happen.
– Corey Landers, TCU Student