In the dim light of my study, surrounded by iconic ads from the past century, I’m reminded of the genius of Leo Burnett. The man who believed in the inherent goodness of people, the one who humanized brands by infusing them with values, character, and heart. Leo’s “reach for the stars” approach wasn’t just about crafting memorable campaigns; it was about tapping into the human spirit.
Today, in an era where consumers wear their values on their sleeves, I ask myself, “How would Leo Burnett approach the rising tide of social consciousness?”
1. Dive Deep, Rise High
Burnett wasn’t one to scratch the surface. He delved deep into the essence of a brand, extracting its core values. Today, marketing to the socially-conscious means more than just aligning with a cause. It’s about embedding values into the very fabric of your brand. Brands must walk the talk, not just talk the walk.
2. Characters With Convictions
From the Marlboro Man to Tony the Tiger, Leo believed in creating larger-than-life characters for brands. But these weren’t mere mascots; they embodied values, ethos, and stories. Today’s socially conscious consumer seeks brands with a narrative, a mission, a purpose. Craft your brand’s story around its social commitments, let your mission become your mascot.
3. The Power of Simplicity
“One idea, simply stated,” Leo Burnett once said. In the cacophony of causes, it’s easy to get lost. Instead of spreading yourself thin, anchor your brand to one primary social cause that aligns with your core values. When your message is clear, focused, and sincere, it resonates deeply with your audience.
4. Humanize, Always
Burnett’s hallmark was humanizing brands. In today’s context, this means showcasing the real, tangible impact your brand has on communities, environments, or causes. Share stories, not just statistics. Let your audience see the faces, hear the voices, and feel the emotions behind every initiative.
5. Engage, Don’t Preach
Leo Burnett’s advertising engaged consumers, evoking emotions and sparking conversations. In today’s digital age, where dialogue is democratized, brands must engage with their socially-conscious consumers. Invite them to be a part of your journey, solicit their feedback, and make them co-authors of your brand’s socially-responsible narrative.
The Future, Through Leo’s Lens
As I muse on Leo Burnett’s philosophy, I’m convinced he’d view today’s socially-conscious consumers not as a challenge but an opportunity. An opportunity to elevate brands from mere businesses to movements, from products to purpose.
In the age of social consciousness, marketers are not just peddlers of products but purveyors of purpose. And as Burnett might have said, it’s a beautiful challenge, one where the heart meets the market, where values meet value.
So, in the wise words of Leo, “Let’s swear while we may, for the time may come when we can’t.” Let’s harness this wave of social consciousness and elevate our brands to become constellations in the vast galaxy of commerce.
