Products and services come with price tags. You buy me then you get to use me. It is a business transaction.

If the product or service wants to be a brand, it then seeks for more than just a transaction. It hopes to have a relationship.

There are many ways a brand can establish a relationship. One way is through doing good for the people.

We are familiar with CSR. We have seen many giant mock-up checks being presented to schools. Writing a check helps to fix or build a school. But the money that is given does not carry the identity and personality of the brand (or company). It is just money changing hands. A transaction.

If the brand has invested time and money to create an idea of what the brand stands for, why do most brands choose to do away with all that identity and personality when they execute a CSR program?

There should be a more meaningful and thoughtful way to do good for the people while keeping the brand’s identity and personality intact.

In fact, it is through doing good that a brand can truly show off its human side.

Agencies do pro-bono work for NGOs. Changing people’s behavior when it comes to matters related to speeding on the streets to washing one’s hands before eating is tough. There is no obligation on the part of the people to do anything.

Agencies take on pro-bono cases for quite a few reasons. We want to use creativity to do good. We want to tackle a different kind of brief. We want to submit the work to award shows. Whatever the reason, if the work did make a difference, then it was worth doing.

In a social media world where people can attack brands for doing or saying seemingly harmless things, and for brands to be applauded by the people for doing or saying good things, doing more good can’t be a bad thing.

The views expressed in this article are personal opinions and do not represent the views of the respective agency

1. LG - Facemask

2. Nutifood - Life vest

3. AIP - Speedfall

4. NNY - Cooking guide

5. EMW - Soap fountain

The views expressed in this article are personal opinions and do not represent the views of the respective agency.
Source: Brands Vietnam