How does one sell their product through marketing without making it look mediocre and sales oriented? The answer is quite simple. By meaningfully marketing your product. Consumers are looking for products that are meaningful, impactful without jeopardising the functional benefits. According to consumers; only 13% of advertising and marketing activities affect their decision making whilst only 11% of Public Relations activities are responsible for making the choice. Marketing your product is not enough for businesses today. They need to create brand; a brand that has human characteristics or attributes. This should not be mixed with Corporate Social Responsibility (CSR). Building a brand is way beyond CSR. Brands solve problems. Brands make a customer’s everyday into epic day! Doing good is the new cool today hence you ought to market like you give a damn about your stakeholders! Brands are problem solving devices today. Simply don’t push products in the market. Why do you think your product needs to be there on those shelves? Take the case of Facebook, it’s just not for social networking. It started offering internet to areas where the connectivity is poor or unavailable. It not only helps connect or post pictures but it also solves the problem of having internet in hilly areas. Hence, corporations have power to do good! Different factors drive brand strength- Trust, Authenticity and Active are a few to mention. The more active and original your brand is, the more likely it is trusted and relied on. Social Responsibility activities helps to grow the brand as they highlight the core values the brand stands on. The brand that is more socially active in dealing with the problems occurring in the society, is seen as a trustworthy brand. Example such as Target and NBA not just take a stand but fight for the rights of all genders.
