Traditionally, the focus of branding has been to manipulate the minds and wallets of the world and encourage a mass consumption mentality that hasn’t gotten us much of anywhere as a culture. But branding, like anything else, is as meaningful as you make it.
Branding can create companies that make the world a better place. It can create careers that bring both fulfillment and a financial security. It can create meaningful lives that are driven by purpose, education plans that hone our innate passions and skills and relationships that fulfill us on deeper, more intimate levels.
When the tools of branding are used to build brands that hoist human potential rather than shill parody products, brand image will no longer be a superficial projection of what we want people to see but instead become an authentic reflection of who we are. And we won’t have to search for purpose because we will be living with it.