From brand positioning, to their involvement

Our consumerist society is currently undergoing great changes. A new and rather positive era: one of awareness. Our choices are now guided by the need to be citizens and responsible before being consumers. We demand that brands understand our aspirations. So how, from a positioning point of view, can our SMEs really act for our lives, as well as for society in general?

2 missing ‘P’s that make all the difference…

Marketing identifies 7 main P’s: Product, Process, Price, People, Physical evidence, Place and Promotion. But when we talk about branding, we should now add 2 priority Ps: Purpose and Participation.

Purpose: this is the raison d’être, its goal in terms of its contribution to the world and to us as citizens.

Participation: this is the way in which the brand concretely proves its purpose, its social and/or societal commitment.

These 2Ps are also closely linked to the “P” in People, i.e. the brand’s knowledge of and interest in individuals.

From social responsibility to brand activism…

For references such as Philip Kotler, brand activism is a natural evolution that answers to changes and disruptions in our world that lead us to prefer brands that stand for great causes and share our values. Companies should therefore go beyond the simple notion of social responsibility (often imposed) and opt for a model driven by chosen values, enabling them to take a concrete stand. Brands would gain more recognition and relevance, more loyal and long-lasting relationships and would reduce the importance of price in their customers’ choice.

From reason to action and back again

If concrete action has become essential to gain legitimacy and lasting recognition, it is patience and prudence that will be your best assets in the way you choose and express your commitment through your brand discourse, services or products. Brand activism is a long-term investment. To be economically profitable, it is essential to combine its purpose with its business as well as with its agenda and development. Only when the brand is associated with an ideal in people’s minds and lives, and the promises are fulfilled, does the effort convert into long-term membership value (and therefore profitability).

The example of a citizen brand before its time: social activism and ice cream

Ben & Jerry’s was founded in 1978 by two friends who had poor academic and sports results, but shared a love for good food. Since its inception, it has been strongly committed to societal causes, promoting fair trade and sustainable agriculture and campaigning against GMOs. They acquired and manage their own farms to guarantee products free from any manipulation. It donates a significant part of its profits to social and societal causes.

In a more playful way, with mischief and humour, the brand often links its operations or expresses its positions by attributing evocative names to its ice creams:

“Hubby Hubby” to support a state’s decision to recognise same-sex marriage, or “Yes Pecan” to celebrate the nomination of Barak Obama…

In 2000, the brand was bought by Unilever. But a brand that has become iconic for its stance and spirit cannot be restricted or changed, and Ben & Jerry’s retains almost total independence within the group.

What if we survive?

What if the secret to the long-term future of an SME or a brand lay in these few key words? Responsibility, commitment, reason, patience… So while they may not be the only ingredients for success, they are undoubtedly essential to the authenticity of the messages it conveys, and will contribute to the loyalty of its “self”, and therefore to its own.

“To love is not to look at each other, it is to look together in the same direction.”

Antoine de St-Exupéry