In a marketplace where consumers are differentiating brands based on corporate values, it’s not enough to have a great product.
Yes, you must deliver a quality product for a reasonable price, but consumers also want to know about the values of your organization. How does it treat its employees and other stakeholders? How is it investing in the future and pursuing innovation? How is it safeguarding the natural resources of our planet?
In short: If I give you my money, what are you going to do with it in the future?
This focus on “purpose” or core values has forced some brands to reevaluate their external positioning. One example is Motorola, the cellular device technology company, which recently launched its new brand platform “Power to empower.”
“When was the last time you thought about the power your mobile phone can give you?” Motorola asks in a blog post. “We all have the power to make a difference in the world, and it’s just waiting to be unleashed. Phones are at the center of people’s lives and connect us like never before, and they have the power to empower the next generation of thinkers, innovators, and change makers.”
This idea has inspired us to usher in a new moment for our brand and launch our global brand platform Power to Empower.