As part of Marketing's Window on the World series, Lindani Mnyandu, general manager, marketing communication, for Nando's in South Africa, debates whether brands should participate in conversations that transcend the everyday.
VIDEO: See Lindani Mnyandu's own window on the world, above.
After a decidedly manic but ordinary day in December, filled with creative agency approvals and content strategies revisions, I decided to go to bed earlier than usual.
I found myself questioning whether a brand tribute to Mandela was the appropriate thing to do
Brands as ideals
The world mourned Steve Jobs as a representation of Apple - so surely brands can mourn Mandela as a representation of the ideals of freedom and equality
Brands as participants in social consciousness
Brands play a role as drivers of social change. Increasingly brands need to integrate themselves into consumer’s lives and especially into their social realities in order to connect with consumers. Authentically.
Today we judge a brand largely by its ability to add meaning to life. That’s why we celebrate brands that give us great experiences and have great social programmes. It’s cool for us when brands participate in social consciousness issues – such as cancer awareness or be seen as giving a voice to the voiceless.
Surely the very same transformative impact of brands exists in the context of someone whose life was also about more than commercial interest?
Brands as enablers to conversations
Think: do you have the right to be part of the conversation?
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