If society is broken, can brands fix it?

IN 1971, Stephen King’s definitive essay – ‘What is a brand?’ – described the role of the brand as providing reliability and guaranteeing quality in an uncertain world. He puts Andrex’s spectacular growth in market share down to the fact that it ‘has been formed into a brand that is valued highly by consumers’. He goes on to explain how marketing has created this added value.

Fast-forward 40 years, and buzzwords today include ‘integration’, ‘behavioural economics’, ‘social media’, ‘engagement’ and ‘sustainability’. This book is focused on the latter two, about how trusted brands are (still) highly valued by customers. This is a stimulating (if pedagogical) read about the role that valued brands can, and conceivably should, play in making lifestyles more sustainable. It is a well-considered perspective on the dodgy ground brands stand on in championing sustainability. Apparently, 98% of green claims made by 2,200 US products in 2008 were false, misleading or exaggerated. This isn’t sustainable under any definition of the term, but the opportunity for brands remains to take a proactive, meaningful and enduring role in developing a better (healthier, happier) consumer society.

Building high ‘social capital’ is a term you will read frequently in this book. The authors believe this should be the primary focus of successful brand strategies, over and above mere sustainability. Social capital is defined as ‘the strength and inherent value in our societies through qualities such as dialogue, shared thinking and widespread trust’ and, guess what, these are the very values deployed by any successful brand engaging with consumers.

The premise that the disintegration of social capital (‘trust’) lies at the root of society’s problems points up the role for socially valued brands: to deliver imaginative, compelling ideas that bring people together. This has been facilitated by the explosion of social media channels that are changing the way communities connect and interact with each other. An idea whose time has come perhaps. The premise of Brand Valued is a worthy and interesting addition to the canon and provides some answers to the question: ‘What should the brand be in society today? ’ ­

Brand Valued by Guy Champniss and Fernando Rodés Vilà, John Wiley & Sons Ltd, £19.99