The Shift from Image to Impact
Why brands need to prioritize impact
Brands need to make an impact on people’s live and therefore need to go much deeper than just image. Brands must manically mirror cultural trends, creating deep attention, resulting in deep, memorable experiences for people. Impact needs to be evident what the Brand does “for me” to earn a bigger role in my life and what it does “for us” as a global community to enhance the well-being of the planet, society, and future generations. People believe that brands need to make the world a better place. Creating Impact is the key to profitable growth. Brands with a high focus on impact have experienced a valuation increase of 175% over the past 12 years versus 86% of Brands with a focus on image alone*. The shift Brands must make from image to impact is crucial.
*Global research by Kantar Consulting
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The Shift from Image to Impact
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