Brand Ethics in a Turbulent World

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From the desk of the CEO

We live in tumultuous times. After nearly 70 trips around the sun, I've seen smooth skies and stormy weather. And judging by this year’s turbulent start, it looks like we’re in for quite a ride. It could be just me but, as a centrist, reconciling the ideals of unity and compassion that my generation championed with today’s divisiveness is no easy task.

One truth remains: nature shows us life is never one-sided. Look around; it’s all about give and take. Life is symbiotic. Bees, with their insatiable thirst for nectar, blissfully flit from flower to flower, collecting pollen while unwittingly igniting new life. This messy love affair allows me to enjoy the fruits of their labor. As I squeeze fresh juice from the sweetest fruits and compost the scraps, I’m part of a cycle, echoing life’s intricate web woven from simple acts of giving and receiving. No one gets hurt; everyone benefits. The bees buzz, the plants thrive, and my cardiologist is pleased. The world spins a little happier, offering a map for how we should all strive to ensure everyone gets a taste of the good stuff.

So, what does this have to do with branding? Crafting a brand vision means outlining its purpose, values, and goals for profit. Cold and clinical, perhaps? It's essential for forming a coherent identity and strategy that fosters loyalty and helps brands stand out in a crowded market—necessary for generating “shareholder value.”

In contrast, “doing the right thing” leans more towards ethical decision-making aligned with moral principles. It involves responding to immediate challenges, customer concerns, or social changes based on ethics rather than a grand strategy. It may be uncomfortable, even risky, but if we’re in it for the long haul, how can we ignore this?

Simply put, brand vision focuses on long-term goals, while doing the right thing emphasizes ethical responsiveness. The two should intersect; a strong brand vision should include ethical considerations, aligning its pursuits with social responsibility. This approach can genuinely enhance shareholder value.

Check out this link Gallagher Campaign Success Story. Here is an incredible success story based on a company who makes sure their brand and their ethics are clearly synced up. Scroll down a bit to see how their stock has performed since embracing this process. I am not saying that our work accounted for all the success but I’m darn sure making people aware their brand didn’t hurt.

 Much like bees dancing in a dizzy waltz with flowers, brands can thrive by embracing ethical practices. The trick is balancing lofty aspirations with those pesky moral obligations—a delicate tango that helps us build a better world while allowing brands to flourish. When marketing takes a cue from bees, we uncover a simple truth: doing right by our communities isn't just humane; it’s the sweetest path to success. It's a delightful two-step that enriches both society and business, crafting a reality where smiles shine a little brighter—even if it's just a crooked grin through a mouthful of honey. Now, if only we could get Washington to join in!

Michael D. Dean
CEO Brand 33