BELONGING

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.

Cannes Conversations: The Belonging Brief Episode 9 – Co-Founder The Movember Foundation, Justin “JC” Coghlan

Kelly talks to Movember Co-Founder, Justin (JC) Caughlan at Cannes. The two discuss the challenge of getting men to discuss health issues and how the rule-breaking success of The Movember Foundation is fostering a belonging community.

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Cannes Conversations: The Belonging Brief Episode 8 – Global Head of Digital & Social Media, Nestle, Pete Blackshaw

While at Cannes, Kelly sits down with Nestle’s global head of digital & social media, Pete Blackshaw. The duo discuss this year’s festival, the brand’s commitment to technology, social networking and more.

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Cannes Conversations: The Belonging Brief Episode 7 – President/CEO, The Jim Stengel Co. & Former Global Marketing Officer, P&G, Jim Stengel

Kelly sits down with former Global Marketing Officer of P&G Jim Stengel at Cannes Lions. The two discuss universal human values, the next generation of “people-empowered giving” and Jim’s new book Unleashing the Innovators.

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The Endangered State of Belonging: A Preview of Our Global Belonging Study

To better understand belonging and what marketers must know about people's evolving relationships with brands (and vice versa), we partnered with research company Ipsos to conduct new global consumer research to investigate the emotional and economic impact of Brand Belonging. We’re at an exciting juncture in our global investigation—from far-ranging and disarmingly candid discussions with 200 citizens of six countries, including Brazil, Russia, India, China, Germany and the US—and a gripping global portrait of the need for a deeper sense of belonging is coming into view. Check out the preview of our study—and sign up for ongoing updates.

Stay up to date on the latest Belonging Research and the Belonging Brief Podcast!