We’re Moving From Aspirational Brands To Meaningful Brands

Umair Haque is Director of the Havas Media Lab. He’s also a contributor to Harvard Business Review.

I like how Haque says (at the 5:36 point) that people are beginning to value nature, the future, society, one another and their own sense of purpose and well being. This is a great global shift, sometimes we call it a values revolution at the Lab. Many companies think that they can escape the great shifts going on in the global economy by selling the same old industrial age stuff, the same old aspirationally branded stuff to emerging markets.”
Haque goes on to say that the changes are happening even faster in emerging markets like China and Brazil than they are in the U.S. Ergo, the movement can not be outrun. Haque says the majority of people wouldn’t care if 80% of brands disappeared tomorrow, so the only way to have a brand advantage is to meet people where they do care.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.