Values have always played a key role in creating brands but they play a more critical role now as we face economic and political uncertainties. Leading brands should be able to understand how big shifts impact the lives of their consumers, and find a common ground in sharing that experience. That common ground is usually values that can bring the two together. When done well, the focus on one or two core values creates a groundswell of brand ambassadors and other key influencers committed to your brand. The vox collective has seen the power of this connection, which it calls branded movements, in many programs including one in one of the most challenging yet thriving consumer markets in the world, Haiti.
Many people have doubts about the ability of the NGO and private sector to work together. But the partnership between Yele Haiti, an NGO founded by music star Wyclef Jean, and Voila, a wireless provider shows that strong-shared values can inspire millions and benefit both. The vox collective created a joint program between both organizations around education and health for yele’s poor. The campaign allowed Voila to establish trust with the Haitian market and as a result gain market leadership.