12 QRCA VIEWS WINTER 2 014 www.qrca.org
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BUSINESS MATTERS
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By Janet Rouss
Creative Director, Global Brands
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GET REAL Branding
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Toronto, Ontario, Canada
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janet@getrealbranding.com
GET REAL:
The True
Nature of
Our Brand
Earth Air
H
umans are constantly evolving. So should
your brand value proposition. Your custom-
ers are becoming more conscientious
about the impact their choices have on
their lives, on society, and on the planet.
In recent years, there has been a marked increase
in the popularity of personal and professional devel-
opment. People are taking more responsibility. Their
purchase decisions not only meet their own needs,
but are also influenced by their need to do the "right
thing." Meaningful marketing is a movement or a
message that makes a real difference.
Your brand needs to appeal to these conscious con-
sumers on a higher level. Research revealed that
when brands focused on their higher ideals and
engaged their customers in a way that reflected those
ideals, they experienced up to three times higher
growth than their competitors.
