Back to Basics POVs

As a brand, do you think making money is art, or doing good business is art?

Written by Sammy Li

As a brand, do you think making money is art, or doing good business is art? 

The majority of discussions and insight coming out of today was around how a good brand is. It is more about the topic of BACK TO BASICS – BRAND BUILDING. Nowadays especially much more concern about and awareness of the brand value when they do purchase. For sure, making money is art for the company, but actually doing good business is the true way to connect with your audience. But what does “Good Business” mean? 

One of the key points is related to social responsibly. As consumers, particularly millennials, gravitate towards businesses that share their values for social responsibility. Actually, 

  • 86% of female millennials would “seek out responsibility products whenever possible 

  • 81% of millennials expect their brands to make a public commitment to good corporate citizenship  

Businesses are discovering that making a profit doesn’t have to come at the expense of making positive contributions to society. Doing good is good business. Taking inspiration from the words of Bill Bernbach, “Creativity is the most powerful force in business,” 

Second is much more on the emotional touch approach. When I brand is going to building their own personality and characteristic, think of their audience, being as their audience. Starting the first step to build from the emotional touch, being humanize. Even some of the brand are now using the AI in chatbot, they also are developing the chatbot in humanize which mean not just in the tone and manner in the reply, like SK-II, they have developed an VR girl with AI by learning the emotional reaction of human to do the automatic skin care recommendation to their audience.   

Summary: 

From the prove that doing good in social responsibility is not just a guiding principle but also an invaluable business strategy. And building a good brand with audience connection would be mainly started from emotional touch approach.  

Written by Sammy Li