Opinion: Brand Distinction Through Social Leadership

Tuesday, 11 October, 2005 - 12:36

BizCommunity.com, 4 October 2005 Shereen Amos of Citigate SA observes that "[a]s a result of the requirements of stricter and more accountable corporate governance, transparency and sustainable b

BizCommunity.com, 4 October 2005

Shereen Amos of Citigate SA observes that "[a]s a result of the requirements of stricter and more accountable corporate governance, transparency and sustainable business practice, over the past decade we have seen the emergence of a new brand prototype - the leader brand."

Amos defines leader brands as "social leaders using their companies for social change, harnessing the resources of business and the cultural power of brands as a positive influence on social behaviour in the same way that they are presently used to influence consumer behaviour."

Finally, she concludes: "If there is any country rich in issue brand building material, it has got to be South Africa. And if there are any brands best placed to build distinction on this basis, they are operating in South Africa."

Visit BizCommunity website and read the full article online to decide whether your cause can align with a leader brand to influence social change.

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