Be a brand activist
JOBURG - Co-founder of the Joburg North-based Vega School of Brand Leadership, Gordon Cook is encouraging the public to practice brand activism.
“How decent, healthy and authentic are our brands?” Cook asked. “Are we sufficiently activist about those which are dishonest or even harmful?”
Cook said the public needs to see a brand as an open system, the complete supply chain including suppliers, distributors and retailers as well as all outsourced services. Ignoring a more holistic approach has already landed many companies in a reputation crisis. Cook said a good example of this is when some brands distanced themselves from their manufacturers who were using child labour, harmful glues and enforcing unacceptable working conditions.
Cook explained that the public should consider a continuum, at one end of which are authentic, value adding and sustainable brands and at the other end are brands with flawed products and deceitful marketing and communication campaigns.
“On the extreme end of this side of the continuum are terminally sick brands whose plug should be pulled,” he said.
“Unfortunately brands and businesses cannot be left to their own devices and require a regulatory environment.”
Cook explained that other platforms for activism include demanding a full disclosure of product content, the supply chain and all testing procedures.
“This includes scientific assessment of side effects, as with skin lighteners and hair products, and also evidence to support claims, such as free-range chickens and meat,” he said.
Cook explained that brands on the wrong side of the continuum are aware that the writing is on the wall and are scrambling to diversify. “Tobacco brands are spending fortunes on developing and launching e-cigarettes, while fizzy sugar drink brands are buying water, diet and sports drinks brands,” he said.
Cook said corporate social investment (CSI) is also being used to balance wrongs.
“Complicit in much of the blindsiding by unhealthy brands has been clever communication campaigns and CSI diversions,” he said.
“I believe we need far more robust professional codes of practice for communication agencies and CSI practitioners.”
Do you know of any other ways the public could practice brand activism? Share your suggestions by tweeting @Fourways_Review
