What is a “Meaningful Brand”?

October 9, 2013

Which brands in your life really hold meaning for you? Which ones have a positive impact on you, your community, and the natural world? According to recent research performed by Havas Media Group, the majority of people surveyed globally wouldn’t care if 73% of brands disappeared tomorrow. But, this begs the question, which brands are consumers meaningfully connecting with and why?

Logan Yonavjak (MF ’15) and Marissa Galizia (MBA/MEM ’15) of the Yale Center for Business and the Environment give their perspective on recent studies of what goes into making a brand meaningful. READ MORE