There is a school of thought that suggests products are made and owned by companies while brands are made and owned by people – the consumers. The benefits of building substance for brands are all-encompassing. For one, brand stories more holistic and credible. It also makes the company’s sustainability principles relevant to customers and creates new opportunities to engage with them in meaningful ways.
A brand that has substance also moves the company from relying on intangible brand image tactics and helps it challenge negative perceptions with positive behavior. Most importantly, it helps bring together corporate social responsibility and brand initiatives and provides a basis for engaging employees across the company in more significant ways.
