『Brand Activism Isn’t a Campaign. It’s a Company Decision (Podcast with Philip Kotler)』のカバーアート

Brand Activism Isn’t a Campaign. It’s a Company Decision (Podcast with Philip Kotler)

Brand Activism Isn’t a Campaign. It’s a Company Decision (Podcast with Philip Kotler)

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概要

 Customers care more about the values of the companies they buy from than ever before. That includes B2B buyers, even when they pretend it doesn’t. It’s not just about what you sell. Buyers want to know what kind of company you are. What you protect. What you tolerate. What you’re willing to be held accountable for. That’s why I interviewed Dr. Philip Kotler, often called the “father of modern marketing,” and co-author of Brand Activism: From Purpose to Action, about what brand activism actually is and why so many companies get it wrong. Author’s note: This transcript is edited for clarity and readability. Quick Answer: What Is Brand Activism? Brand activism is when a company publicly commits to values and causes beyond selling products, and backs that commitment with real actions. It’s not a “purpose statement.” It’s not a rebrand. It’s not a social post. Brand activism only works when leadership owns it, operations support it, and customers can see receipts. Key Takeaways Brand activism is a business decision, not a marketing tactic.Buyers are looking for signals of integrity, not slogans.Purpose without action becomes brand risk.B2B isn’t exempt. It’s just slower to admit this matters.“Greenwashing” (or any version of performative values) erodes trust faster than silence. Why This Matters in Modern GTM In complex B2B, buyers don’t just evaluate your product. They evaluate the risk of tying their career to your company. So they look for signals: Do you behave consistently, or do you “pivot” values when it’s convenient?Do you treat employees and customers like humans, or like inputs?Do you stand for anything that costs you something? Brand activism sits inside the buyer’s trust filter. Not because buyers are idealists, but because they’re risk managers. The Interview Brian: To start, what is brand activism? Dr. Kotler: Brand activism is a movement toward making a brand do more than tout the virtues of a product or service. It identifies values that the company has and cares about. For example, The Body Shop under Anita Roddick was not only selling skincare products. It was fighting for animal rights, civil rights, fair trade, and environmental protection. More and more consumers want to know what kind of company this is and what it cares about. Our society is saddled with many problems. Does the company care about any of these problems, or does it just think it’s supposed to make money? An increasing number of companies want an identity that goes beyond making products and services. That is what we call brand activism: the brand connecting with causes. Why Kotler Wrote Brand Activism Brian: Why write this book now? Dr. Kotler: If you look at barometers like the Edelman Trust Barometer, trust in society has been falling. As a result, companies are not going to be trusted either. Companies ought to fight against bad companies rather than stand near them or be part of them. The reputation a company has can be whatever happens through its actions, or it can be designed better. Consciously better. The Evolution of Branding: From Products to Values Kotler described brand development as a series of stages, moving from product-driven to values-driven. Brands evolved like this: Stage 1: Product identification (the brand name as a label)Stage 2: Positioning (lowest price, family entertainment, highest quality)Stage 3: Company qualities (integrity, innovation, multi-trait reputation)Stage 4: Corporate social responsibility (supporting a cause)Stage 5: Brand activism (a defined stand with real commitment) Brand activism, in his view, is one of the latest stages of this evolution. Translation: you can’t fake your way into stage five with stage two tools. How Customer Expectations Changed Brian: What’s driving brand activism? Dr. Kotler: Customers have concerns about immigration, ethics, gun control, debt, and education failure. These social issues become the ground out of which brand activism becomes essential. An increasing number of people argue that companies do not have the right to be silent about these issues. They want companies to show they care about more than making money. Is Brand Activism Different in B2B? Brian: Do you see a difference between B2B and B2C companies? Dr. Kotler: No, I don’t see a difference. Both will want reputations that go beyond making products. There are many B2B and B2C companies in the list of brand-active companies. Salesforce is a good example. Marc Benioff has been a pioneer in this area, including actions around homelessness and affordable housing in San Francisco. B2B companies have been slower as marketers. Most modern marketing came first from the consumer side. But B2B companies are close to their customers. Through their salesforce, they know buyers and what they’re like. There can be less “need” for B2B to signal values publicly because values show up in relationship and reputation anyway. My take: that’s true...
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