Successful brands and models

Jordi Torrents. Managing Partner and CEO of Collaborabrands

But didn’t this Covid thing already happen?
We strive to “recover” normality, to “return” to what we did before, but reality is stubborn and nature has once again found a way to remind us that there is no way back.
We can only move forward and not confuse it with fleeing forward, trusting that technology and science will allow us to continue with the same attitude without having to assume its devastating consequences for our life on this planet.
We learn by imitation and follow what inspires us. For this we need role models: role models of people, of societies, of values and of success. It is very difficult to change the current situation without changing the mental model that has brought us this far.
The current individualistic model of success encourages us to think exclusively of ourselves as the best way to meet the challenges that life throws at us. The selfishness and greed promoted by this model does not work. It leaves us defenceless against the consequences of global problems that do not go away no matter how much we ignore them, deny them or look for culprits.
There is no choice but to recycle individualism and make visible a new model of success that incorporates “the culture of we”: a social individualism. It sounds like an oxymoron, but it is not. We are individuals forming an ecosystem. We cannot achieve our personal goals when the social and environmental ecosystem in which we develop collapses.
Research shows us that an overwhelming majority of society expects brands to be part of the solution to the problems we face. Consequently, it is good business to develop products, views and actions that have a positive impact on personal and collective well-being.
If we adopt this perspective, it is important to ask what model of success a brand wants to promote when formulating and activating its purpose: how does the brand understand success, how does it translate that vision into the benefits it delivers through its governance, its products and its communication actions?
There is a huge social need for inspiration for change. For new models of success that help us establish goals and paths to be better with ourselves and with others. This is a movement that can only be demonstrated by walking, developing and making visible real initiatives that promote individualism that respects others.
In the 2022 that is now beginning, the real competitive advantages, the ones that will make the difference, will be born from the application of a brand purpose that brings demonstrable collective benefits with a positive impact on the life of each individual. From initiatives that are the fruit of a “universal outlook with a personal scope”.
Recently, a friend in the profession reminded me that “the relevance of problems determines the relevance of solutions”. Brands today have enormous opportunities to multiply their relevance by inspiring models of success that include collective wellbeing with an impact on each one of us. 2022 is going to be an exciting year.

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