The Uncommon Ones: How Your Brand Can Live Its Purpose

The playbook of brand has been rewritten. We remember the age where companies didn’t want to take a stance as they were afraid of losing customers, reputation, and talent. Having a superior product cured most problems. In the late 2000’s, entrants like Casper, Everlane, Sweetgreen, and Airbnb challenged this assumption and began rewriting the playbook on what it means to be a brand today. Those listed brands understood the modern consumer want more than a transaction. They want a relationship and the chance to be part of something bigger. 

Beyond a superior product, today’s consumers want to connect with a company that identifies with their values and integrates them into a community vs. being a nameless face in a crowd. The brands that get this understand how to consistently integrate their mission and values into their product and behaviors. 

It’s a tough demand, but we call those that navigate it well “The Uncommon Ones” as they’re rewriting the playbook everyone is looking to play by. 

In this talk, join CEO of ThreeSixtyEight Kenny Nguyen, on the characteristics of “Uncommon Ones” and how you can begin auditing behaviors that live or don’t live with your values.