Marketing of the Meaning - II

In summary, a new matrix should also be introduced where, on one axis, company strives to occupy the minds, hearts and then spirit of current and future customers. The other axis takes into account the company’s mission, vision and values.

While delivering satisfaction to the customers at the product level is essential, at the highest level, a brand ought to be seen as realizing aspirations and practicing compassion in some form. It must not only promise ProfitAbility and ReturnAbility to current and future shareholders, but also SustainAbility. It must also become a brand that is better, different, and that makes a difference to current and future employees.