Umair Haque is one of the influencers in the field of meaningful marketing. In the video below, Haque explains his thoughts of actually making a difference in this hyperconnected age.

“What’s the trick to making a brand meaningful? The criteria, says Haque, are simple: “Did this brand make you fitter, wiser, smarter, closer? Did it improve your personal outcomes? Did it improve your community outcomes? Did it pollute the environment? We’re trying to get beyond “did this company make a slightly better product” to the more resonant, meaningful question: Did this brand actually impact your life in a tangible, lasting, and positive way?” *

Let the video inspire you.

* Passage is borrowed from Morgan Glendaniel from Co.Exist.

I’ve never seen a promo video, that made me wanna read a book  that much (while I AM already reading it!). Couldn’t agree more with the message. Some thoughts:

1. Capitalism has been acting a bit childish.
2. We is the new Me. As MiU stands for me and you .
3. Technology is teaching us to be human again.
4. It was never meant to be profit for profit sake.

First seen at Frankwatching (Dutch)

Buy the book here.