A strategy framework based on transparency & integrity for brands that will shape tomorrow
In 2019, I outlined a brand management framework I called »Brand Altruism«. The concept of social entrepreneurship has entered the mainstream and is being adapted by major brands-for good reason. Public interest (expressed through society) in sustainability, as well as social equity, is growing not only as an idea, but also as an attitude towards politics and the market economy. Regarding a Brand Altruism strategy, the opportunities clearly outweigh the risks. The biggest risk, however, is to ignore the issue.