I’ve been talking about the role of “meaning” in branding, and how products, people, and organizations are focusing their branding around helping the consumer find “meaning.” For instance in years past we advertised a candy bar because you were hungry or wanted a snack. But today, we sell candy bars by telling the consumer – “Hey, you need to take time out in your life. You need a break.” It’s not about the candy bar, it’s about how that candy bar can help you find meaning in your life.
Actually, it’s something faith-based media professionals know all too well because meaning is how we’ve shared our message since day one. So what does this culture shift mean to sharing our faith through the media? It’s an interesting discussion – especially since Bono and Oprah unveiled the new “Red” campaign to focus consumer attention on issues like AIDS in the world, and they’ve generated a huge amount of business support on the issue.
Brand Channel is following the discussion and has some very interesting insights. They’re calling it “cause related consumerism.” I’d love to hear your thoughts on the issue.
