Should brands reflect societal norms? Should brands influence societal norms? Can they do both? Or neither? Can brands simply exist?
These are fascinating questions that are not so quickly and easily answered. There are an abundance of factors and variables to consider. Some are universal, while others depend on the place, product and target market.
For example, brand managers for firearms (guns) products have much greater responsibility than their counterparts in other industries. They must be much more in tune with societal norms everywhere their products are sold. The cultural mindset for gun ownership is much different in the State of Texas as compared to the States of Delaware, Ohio and Hawaii. Market your guns on other continents and the disparity is even greater. Think Singapore vs. Australia and you understand that massive challenge global brand stewards face.
This is a rich topic with many layers and I’ve barely scratched the surface. I’m very interested in hearing what experienced brand experts have to say. Perhaps I’ll pose my questions on Quora and see how some brand strategists and managers reply.
Stay tuned.
"A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures" - Michael Eisner, CEO Disney
Of course, as always, feel free to share your thoughts in the Comment box.
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