The Meaningful Brands study based on 56 global brands across 12 industries released this week by Havas Media highlights that the world’s most valuable companies (such as Apple) rank low on the Meaningful Brands list.
But what does “Meaningful” mean?
What is a “Meaningful brand”?
Do consumers care about brands?
Umair Haque explains why brands need to repair their relationship with consumers and give back, not give more.
Also read this article from the FT.