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The world is changing fast. Businesses can\u2019t just focus on profits anymore — they\u2019ve got to be more. We\u2019re living in a time when trust is in short supply, and people are tired of companies that only take, take, take. So what\u2019s the solution? It\u2019s simple: brands have the power to shape the future. If you\u2019re not using that power to drive positive change, you\u2019re missing the point.<\/p>\n
Shareholders used to care about one thing: returns. But today\u2019s long-term investors know that social capital\u2014the trust you build with people — is the key to the momentum that sticks. Brands aren\u2019t just logos or marketing fluff. They\u2019re the connection between your business and society. If you\u2019re not using your brand to create real impact, what\u2019s the point?<\/p>\n
The best brands today don\u2019t just sell products\u2014they shape public discourse. At a recent speech I gave at PR Asia 2024, I explored how forward-thinking brands challenge the status quo, push boundaries, and make people think.<\/p>\n
So, how do you make that happen?<\/p>\n
Here\u2019s the playbook: thought leadership, reimagining business potential, and purpose-driven programs.<\/p>\n
From 2016 to 2019, I led communications for a tech company in Asia Pacific. We were bringing data analytics to the masses. While the tech world understood that \u201cdata is the new oil,\u201d many in Asia still saw data analytics as something reserved for IT departments. People didn\u2019t see the potential for a true data democracy. So, we set out to change that mindset.<\/p>\n
We pushed a narrative that data should empower everyone — from government officials to everyday citizens. We didn\u2019t just sell software; we made data part of the bigger conversation about productivity, decision-making, and the future of work.<\/p>\n
In Singapore, we partnered with the government, launched academic programs, and held industry events to amplify the message. We even created a data-readiness index with market analyst group IDC, which became a benchmark for how prepared different countries were for the digital age.<\/p>\n
And guess what? It worked. We transformed our brand from a software provider to one of the most essential data skillsets in Asia\u2019s digital economy. The lesson here is clear: thought leadership isn\u2019t just about following trends\u2014it\u2019s about owning the conversation and steering it in your direction. When people buy into your vision, you\u2019re already halfway to success.<\/p>\n
At one point, I was asked to help turn around a private education group based in Singapore. The brand was struggling with low demand and relevance. Private education was seen as second-class compared to public institutions. The status quo was against us. So, what did we do? We didn\u2019t just fix the marketing\u2014we transformed the narrative.<\/p>\n
Also Read:\u00a0Why AI will be critical to brand strategy<\/a><\/strong><\/p>\n We hit the public forums, using mainstream media to reframe the conversation. We positioned private education as a critical piece of Singapore\u2019s future, advocating for multiple pathways to success. The message? Diversity in education creates diversity in opportunities. We became vocal supporters of a more inclusive, merit-based system where every Singaporean had a fair shot, no matter their educational background.<\/p>\n Our efforts paid off. We went from barely being part of the conversation to leading it. Brand relevance skyrocketed, leads surged, and we slashed marketing costs while driving revenue growth. But it wasn\u2019t just about numbers\u2014we changed how private education was perceived in Singapore. That\u2019s the power of reimagining your business to challenge societal norms.<\/p>\n Now, let\u2019s talk about the future. After years working with foreign MNCs, I joined Temus, a digital transformation start-up in Singapore. What drew me in wasn\u2019t just the technology\u2014it was the potential for impact. Digital transformation isn\u2019t about software\u2014it\u2019s about people. And if we\u2019re going to build the future, we need to make sure everyone has a seat at the table.<\/p>\n That\u2019s why we launched Step IT Up, a tech career conversion program designed to take Singaporeans with zero prior tech background and turn them into digital professionals. We partnered with government agencies like IMDA, guaranteed jobs to graduates, and made it our mission to prove that anyone with the right motivation and aptitude can thrive in tech if they\u2019re given the commensurate opportunity, training and support.<\/p>\n The results have been remarkable. We\u2019ve hired, placed and trained people from all walks of life and deploying them in critical digital transformation projects\u2014everything from healthcare to finance to environmental intelligence. This program is proof that when you align your purpose with real societal needs, you don\u2019t just grow your business\u2014you create lasting impact.<\/p>\n Also Read:\u00a0How to use podcasts to enhance your brand visibility and reach<\/a><\/strong><\/p>\n And here\u2019s the kicker: we\u2019ve grown Temus from 100 to over 400 people in just two years, through Step IT Up and other strategic talent initiatives, riding the wave of growing digital demand in Singapore and beyond.<\/p>\n So, what\u2019s the bottom line? Brands can be more than just symbols of profit. They can be forces for real change. In today\u2019s world, where things are fractured\u2014geopolitically, socially, economically\u2014brands have the power to bring people together.<\/p>\n Thought leadership, reimagining your business potential, and building purpose-driven programs are just three ways to make that happen.<\/p>\n We live in an era where businesses can no longer afford to sit on the sidelines. The world needs change, and brands have the tools to make it happen. If you\u2019re running a business, you\u2019re not just a CEO or founder\u2014you\u2019re an architect of the future. Use your brand wisely, shape the conversation, and start building something bigger than yourself.<\/p>\n That\u2019s how we\u2019ll change the world.<\/p>\n —<\/p>\n Editor\u2019s note:\u00a0e27<\/b>\u00a0aims to foster thought leadership by publishing views from the community. Share your opinion by\u00a0submitting<\/a>\u00a0an article, video, podcast, or infographic<\/p>\n Enjoyed this read? Don\u2019t miss out on the next insight. Join our WhatsApp channel<\/a> for real-time drops.<\/p>\n Image credit: Canva Pro<\/p>\n This article was first published on September 24, 2024<\/p>\n The post Brands as forces for change: Shaping the future through purpose<\/a> appeared first on e27<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":" The world is changing fast. Businesses can\u2019t just focus on profits anymore — they\u2019ve got to be more. We\u2019re living in a time when trust is in short supply, and people are tired of companies that only take, take, take. So what\u2019s the solution? It\u2019s simple: brands have the power to shape the future. If Read More<\/a><\/p>\n","protected":false},"author":1,"featured_media":1179,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[],"class_list":["post-1177","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-asia-news"],"_links":{"self":[{"href":"http:\/\/www.highschoolhypnotist.com\/index.php\/wp-json\/wp\/v2\/posts\/1177","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.highschoolhypnotist.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.highschoolhypnotist.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.highschoolhypnotist.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.highschoolhypnotist.com\/index.php\/wp-json\/wp\/v2\/comments?post=1177"}],"version-history":[{"count":2,"href":"http:\/\/www.highschoolhypnotist.com\/index.php\/wp-json\/wp\/v2\/posts\/1177\/revisions"}],"predecessor-version":[{"id":1180,"href":"http:\/\/www.highschoolhypnotist.com\/index.php\/wp-json\/wp\/v2\/posts\/1177\/revisions\/1180"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.highschoolhypnotist.com\/index.php\/wp-json\/wp\/v2\/media\/1179"}],"wp:attachment":[{"href":"http:\/\/www.highschoolhypnotist.com\/index.php\/wp-json\/wp\/v2\/media?parent=1177"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.highschoolhypnotist.com\/index.php\/wp-json\/wp\/v2\/categories?post=1177"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.highschoolhypnotist.com\/index.php\/wp-json\/wp\/v2\/tags?post=1177"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Purpose-driven programs: Build for impact<\/strong><\/h2>\n
Conclusion: Brands as forces for change<\/strong><\/h2>\n