For branding agency Storience, 2017 starts with a new business strategy and a new brand positioning around Branding for Good. After almost five years in business, Storience specialises in building and growing “good brands”.
Good brands are those for whom commercial success and positive social impact arise from the same business plan. They generate value for society through their core activity, and not from adjacent or occasional efforts. These brands are perceived as responsible, involved and trustworthy, at a time in which people are becoming more sceptical and less loyal. Their contribution to solving social problems goes hand in hand with their economic success.
After all these years of building and rebuilding brands we have come to believe that a business’s long-term success depends on the wider community and its well-being. Win-lose thinking (that is, companies winning at the expense of their customers or of their other stakeholders) cannot work forever. But win-win can, and we aim to guide more businesses into taking this alternative, regardless of their size or their industry. It’s not necessarily easy to find ways to mould a business on this approach. Here is where we want to step in and help our clients.
The Branding for Good approach is backed by global figures:
- 80% of CEOs believe that committing to a social purpose is a differentiator in their industry (Accenture 2016 study, 1,000 people);
- 66% of consumers (out of which 73% are millennials) say they’re willing to pay more for sustainable brands (Nielsen 2015 study, 30,000 people);
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85% of the people believe businesses are as accountable as governments for improving their lives, but 72% say that businesses fail to do that (Accenture / Havas Media 2014 study, 30,000 people).
Some of the good brands that Storience helped build are: - Bookster - the library for corporations that encourages quality reading;
- Ajusto - the platform that introduces standards in the repairmen and home improvement market;
- Lead.ro and Treizecizero.ro - the sport websites that provide truly professional journalism, the kind that fosters respect towards athletes, journalists and writers;
- Teacherise - the app that solves a major problem of Britain’s educational system, namely providing and fairly paying supply teachers;
- ISHO - Timișoara’s new central neighbourhood that improves the face and life of the city.
The new Branding for Good positioning also heralds a new website. www.storience.com now explains the concept and provides case studies from various industries and business models.
Storience has chosen to take the side of good brands because the future belongs to businesses that understand they shouldn’t choose between doing good and doing well. In fact, only by bringing the two together can they still think of the future in a world with limited resources and social discrepancies that foster unavoidable conflict and tension.
