Heroes, villains, saviors, and antiheroes are all relatable and sympathetic in their own ways. In marketing, the consumer should be positioned as the hero, not the brand.
There have been many pioneers in the cosmetic industry. Just to name a few, Lawrence and Joan Gelb of Clairol made hair coloring something acceptable rather than declassé. Max Factor created pancake makeup becoming the go-to authority for the burgeoning Hollywood film industry.
Sustainable brands gain a competitive advantage for several reasons, and numerous well-known brands serve as prime examples:
