We build belonging brands
Belonging has always been an essential ingredient in the business of brand building. This fundamental and universal human need has been increasingly on our minds as we see mounting evidence of the fragile state of belonging in the world today, amid eroding trust in companies and institutions, immigration crises, political partisanship, deep economic divides and increased levels of isolation and loneliness, due, paradoxically, to constant digital connectivity.
We starting asking ourselves: What does this perceived breakdown of "belongingness" mean-for individuals, for society and for brands and businesses? What role can/does belonging play in people's lives today? And how have-and will-these shifts recast the role of brands in people's lives?
At Resource/Ammirati, we believe that brands, now more than ever, have a tremendous opportunity to build belonging.
We're thrilled to announce The Belonging Brief, a series of interviews with experts about belonging. Kelly Mooney, CEO of Resource/Ammirati and author of The Open Brand and The Ten Demandments, will join noted authors, academics and executives to explore how the sweeping forces of the modern era-globalism, nationalism, capitalism, consumerism and technology-are evolving our experience of belonging...and what business leaders and marketers can do about it.
The Belonging Brief Episode 5 – Kim Bartley, CMO, White Castle
Kelly sits down with White Castle CMO, Kim Bartley, to talk about building a community of Craver love at America’s first fast food hamburger chain. The two discuss White Castle’s family-owned heritage, employee culture and top-down customer engagement.