Brands are increasingly defined not just by the products they sell or the services they offer but by the values they embody and the social impact they generate. This shift towards value-driven branding is a major point of consideration for any company trying to make a name for itself, and it was a central theme for a panel at The Lively & Grit Daily House at SXSW 2024.
Gathered to discuss “Building Brands That Matter & Have Value,” panelists representing a cross-section of sectors, from kombucha to plant-based meats, creative agencies, and legal advocacy, shared insights into how brands are integrating social responsibility into their core business strategies and what they are doing to build a brand that truly matters.
Tina Mulqueen, CEO of Kindred PR, opened the conversation with a critical examination of how brands can transcend traditional marketing narratives to genuinely embody their stated values.
“We talk so much in marketing communities about corporate social responsibility, but often it’s as an added layer on top of whatever our business interests are,” Mulqueen commented. She continued to explain the purpose of the panel to “dig into how to actually embed that corporate social responsibility and that value into our infrastructures and business.”
After introductions, panelists jumped in to highlight the importance of aligning internal structures and processes with the impact they aim to achieve in society, suggesting that the true measure of a brand’s value lies in its commitment to positive change both within and beyond its walls.
Dan Stangler, CEO of Brew Dr. Kombucha, emphasized the role of technology in storytelling and engaging consumers with a brand’s mission. As a certified B Corp, Brew Dr. is a prime example of how brands can successfully marry profit and purpose, ensuring that every decision positively affects their stakeholders, employees, and consumers. Stangler highlighted initiatives like providing a living wage and fostering a diverse leadership team as essential components of building a brand that genuinely matters.
Charles Ifegwu, Managing Director at THE FIFTH, and Carla Malin, VP of Global Brand Marketing at Beyond Meat, echoed this sentiment, focusing on the necessity of diversity and inclusivity in crafting authentic brand narratives. For Ifegwu, authenticity arises from genuine familiarity and lived experience, necessitating a workforce that reflects the diverse communities brands aim to serve.
“Authenticity can’t exist where familiarity doesn’t also exist. So, it makes a lot of sense to have the people and the familiarity in what you’re talking about and a passion around what you’re talking about as you try to bring in new audiences and ultimately build communities,” reflects Ifegwu.
Meanwhile, Malin pointed to inclusivity in product marketing as crucial for Beyond Meat, suggesting that broadening the conversation around plant-based diets to encompass taste and accessibility can significantly impact consumer adoption.
Uma Iyer, Chief of External Affairs at the National Women’s Law Centre, brought a unique perspective, emphasizing the power of cultural and legal advocacy in shaping public discourse around justice and equity. Iyer’s work exemplifies how organizations outside the traditional business realm are also grappling with the challenges of building a brand that resonates with values-driven audiences, showcasing the issue’s universal relevance.
Internal company culture must also be addressed since employees are a brand’s most significant asset in conveying its values to the world. This belief was illustrated through various examples, from Brew Dr.’s commitment to fair wages and leadership diversity to Beyond Meat’s focus on fostering a passionate and mission-driven workforce.
Additionally, The National Women’s Law Centre’s experience with unionization and collective bargaining highlighted the importance of treating internal policies as a reflection of a brand’s external advocacy. This further underscored the intrinsic link between a company’s internal dynamics and its brand value.
More broadly, there is an increasing consumer demand for brands to demonstrate genuine commitment to social responsibility. Charles Ifegwu’s parting thoughts encapsulated the overarching message: what is good for business must also be good for society. In today’s market, a brand’s ability to engage authentically with social issues is not just a moral imperative but a commercial necessity, as the next generation of consumers demands transparency, authenticity, and tangible action toward creating a better world.
