The real thing

A recent talk by Tom LaForge (Coca-cola's Director of Knowledge & Insights) at PSFK hypotheses a shift in the way brands will contribute to society over the next 10 years.

See Tom's slide below:
The premise of brands shifting towards a 'societal construction' role stands on the idea of an emerging 'new consumer': a citizen, environmentalist and community member.

So how does a brand shift towards a societal construction role? According to Tom LaForge here are a few ways:
  • Storytelling and meaning making
  • Planet stewardship
  • Cultural leadership
  • Aesthetic Design
Read the whole article here