BRANDING AND THE GLOBAL SOUL

Scott Goodson writes...

A recent article in the New York Times Magazine, by Parag Khanna entitled "Waving Goodbye to Hegemony", reminded me of how important understanding the new global soul is becoming. Being open to new influences and cultures will be the new culture, especially in the wake of the US presidential election. Regardless of whether Mrs. Clinton or Mr. Obama is the new Chief Executive, we can all expect a much more globally-oriented American engagement. In addition to America engaging with the world on a deeper philosophical level, we can and should expect Americans to open their eyes to inspirations and products from outside the US. No longer should it be enough for consumers to rally behind nationally-oriented brands and products. This is a world where the 18th-century nation-states have been overtaken by global culture, and where the web has no boundaries.

"Global soul" isn't any longer mere hippie talk or some kind of Ben & Jerry-like rhetoric coming from the mouth of a 'Chief Euphoria Officer'. In the light of global warming and socially-progressive moves, it makes more and more sense for both human survival and corporate profit to embrace this channel of thought.

We can also count on consumers getting smarter. (Hallelujah for that, we have to stay fresh and inspired!) It's now almost impossible to sell a product via a simple 30-second TV spot; everybody's had enough, they have simply burnt out. Similarly, brands can no longer put on the clothes of 'greenness' without putting their money and actions where their mouths are. Corporations are increasingly perceived as part of the problem and not the solution. Only by really becoming the solution will these conglomerates be able to survive.

The idea that big business, not governments or other institutions, can be the greatest harbingers of change has been floating around for a while. One can just look at the success of brands such as Ben & Jerry's, Timberland and Kiehl's, who have all had a social agenda ingrained into their corporate structure from their inception. People are increasingly initiating change in their personal lives. Brands have the opportunity to take it to a wider level and by doing so, to reflect a universal value system of likeminded people, be they from Tucson or Tokyo, New York or New Delhi, Scranton or Stockholm. It's about culture and bringing people together irrespective of the country they come from. The brand offers the group the warmth and comfort of a campfire, a metaphorical venue for the consumer to discuss and divulge their perceptions and innermost feelings.

It's not just brands that can provide connective tissue to the masses. Some products have become metaphors for positive change - mmmm, Cherry Garcia. Certainly without quality products, a brand will never survive. The Swiss Army Knife or its modern design equivalent, the iPod, are ultimate global unifiers. Everyone finds them cool and freaking handy. They are designs that function and democratize; they are design classics because they transcend the concept of product and have become art - a universally recognized piece of art. Zippos can build bridges, one hundred dollar laptops can indeed help save the world. Business is about service: serving the consumer and serving the planet (our place of business). And the smarter, the most multifunctional - bless the Swiss Army Knife, honor the iPod - will survive.

Comments

[GlobalEye]

Did you write this after smoking weed?

[Rick Sloboda]

With the feverishly advancing technology and global economy, rich nations such as the U.S. and Canada better prepare for fierce competition from developing regions like China and India. The industrial age, where equipment was vast and expensive, is long gone.

Today, a cheap laptop can take a good idea a long way and literally crush long-established titans. Who heard of Microsoft and Google just a few years ago? It’s the age of the underdog.

[Fritz Gonsalves]

Simply brilliant, i love it. Not so long ago Craig Davis (JWT worldwide CCO)had flown down to India and had shared this thought with us.
"As advertisers we have the power to create ideas that could bring people close, eradicate poverty, improve living conditions etc, basically change people's life"

[jappreet kitty]

We do live in the world of abundance, we are spoilt for choice, interestingly, some manufacturers feel that to beat the competition, they need to offer even more choice, the truth being that the differentiator is in the "design". Design today does truly transcend physical lines which divide nations, the world now is becoming seamless and design is leading the way.

I feel the time is right for talent to shine, no matter what part of the world it emerges from. We are all exposed to the reality through the www and have now unleashed the desire to be part of it. Also, the consumer although younger, has grown, is looking for the "interesting" the 'unique", they are looking for a voice that will vibe with them.

Also, today who are the role models? Who binds the world the way a Gandhi did or a Nelson Mandela? It may sound strange, but I strongly feel, design can do that, and by design I don’t mean good looking products but planned, strategic communication. Do search for "lead India campaign" by times of India. See how when a part of the world transforms, the entire world changes.

[Michael Cohn]

As metaphors for positive change go, Cherry Garcia ice cream is about as abstract as you can get.