Recently, we learned that the CEO of Campbell Soup Company wants to change the name of the company to The Campbell’s Company. The company already does business as Campbell’s. Is this the best brand strategy the C-suite can create? Is a name change really that important today?
We live in an era that increasingly values immediate gratification over sustained fulfillment. As David Brooks notes in his recent New York Times opinion piece, our culture has evolved to prioritize distractions—small, momentary hits—over meaningful engagement.
Brands are born when someone has an idea for a product that they believe others will want to buy. There’s a reason for bringing the brand into the world – a clear purpose. Eric Ryan and Adam Lowry, cofounders of Method cleaning products, believed that people would pay more for eco-friendly products if they were both stylish and helped clean up the planet. The rapid growth of their brand proves they were right.
The World Economic Forum launched a Lighthouse Programme in 2022 about Diversity, Equity and Inclusion (DEI). This was a big deal. There is almost no forum with more visibility and gravitas for something like this.
We know that social causes are good for brands — reputation, recruiting, and community relations. But are brands good for social causes?
