Why Brands Need to Develop a School of Philosophy
By Justin Foster
The journey towards becoming a conscious brand is not merely a marketing strategy but a philosophical transformation at the core of a business's ethos.
We define Ethos as a brand’s rebellious soul; the raw essence that fuels its identity and actions. It is a brand that has consciously organized around its values, purpose, and commitment to contributing positively to humanity and/or the planet. The Ethos of a conscious brand dares to challenge norms, stir shit up, and carve its own path in the market.
A conscious brand is the manifestation of its leaders (especially the CEO) who have undertaken significant introspective work to elevate their consciousness. This enhanced perspective fundamentally alters how they perceive the world, engage with people, and, of course, how they brand and market themselves. At the heart of this transformation is the development of a distinct school of philosophy, which stands as both a testament to the brand's commitment to deeper values and principles and an invitation to, as Simon Sinek, says “people who believe what you believe.”
Entities don’t have consciousness.
Most brands operate at a low conscious level, which spurs insecurity, scarcity, greed, and amoral behavior. They are reactively impulsive, overly competitive, and often superficial. They follow the old paradigm of a cycle of strategy, tactics, execution, and results; aiming for name recognition fueled by significant marketing investments. They fixate on data, segmentation, and analysis to a level that is dehumanizing. This approach frequently leads to brands becoming lifeless entities, lacking soul and genuine connection with their audience. Further, they’re messaging is usually some variation of cheesy, creepy, or just plain boring (what I call “white people language”).
In addition, the market (especially Millennials and Gen Zers) is highly sensitive about how they are communicated with and marketed to. The unfortunate response to this by many brands is to “Woke Wash” - which is the exact opposite of becoming a conscious brand.
The power of a brand philosophy
In a world where consumers are increasingly seeking meaning and connection, brands must evolve beyond the transactional nature of business to embrace a more philosophical approach to their existence. Developing a school of philosophy is not merely a marketing tactic but a profound commitment to operating with purpose, integrity, and a deep sense of responsibility toward the community and the world at large. By doing so, brands can transcend the ephemeral nature of market trends to achieve lasting significance and leave a legacy that endures for generations.
In contrast, a select few transcend this cycle by embracing a school of philosophy, thereby achieving differentiation, fostering community, and ensuring long-term sustainability. In short, they make the world react to them AND make it a better place.
Defining a School of Philosophy
A school of philosophy, in the context of branding, shares the same elements of a traditional school of philosophy; usually a collective of thought leaders united by shared values, principles, and a distinctive approach to engaging with the world. For brands, this goes far beyond mere product marketing and brand building to explore fundamental questions about existence, purpose, and spirituality.
Famous philosophical schools like Taoism, Stoicism, and Buddhism offer insights into the power and longevity of such unified thought systems. In fact, these three philosophies represent some of the world’s oldest brands!
Brands that use these as models will cultivate their own unique philosophy; achieving the elusive differentiation and fostering a sense of belonging among their customers, essentially building sustainable communities rather than customer bases.
At its essence, a brand’s school of philosophy is built to ensure community-building, word-of-mouth as a movement, and long-term sustainability and relevance.
Crafting Your School of Philosophy
The transition to thinking about the brand as a school of philosophy involves more than just adopting a set of values; it requires the integration of these values into every aspect of the business. This includes how products are developed, how customers are engaged, and how internal culture is cultivated. For instance, Toyota, Patagonia, Salesforce, HonestCo, REI, Everlane, and Allbirds have all embraced elements of philosophical branding, integrating practices like continuous improvement, environmental stewardship, and community engagement into their core operations. This approach not only enhances their market differentiation but also builds a strong, enduring connection with their customers and employees.
A school of philosophy is made up of five essential elements. In addition to sharing those, I’ve also included a key question for each of them:
Historical Context - where your brand is on the arc of time
What ancient principles or traditions is your brand carrying on?
Cultural Identity - who your brand truly is
What does being associated with your brand tell someone about themselves?
Sacred Virtues - virtues are values in action
What character trait do you most admire?
Conscious skills - primarily critical thinking, intuition, and open-heartedness
What old leadership behaviors do you need to let go of?
Intellectual Property - what you’ve created that is truly original and unique
What are you creating that is ODD (original, daring, and defendable)?
Operationalizing Philosophy in Branding
The operationalization of a brand's philosophy is critical to its authenticity and impact. This involves translating abstract values into concrete practices and behaviors that are evident in every interaction with the brand. Whether it's through product design, customer service, or employee engagement, the philosophy must be lived and breathed, becoming the brand's distinguishing feature. Thus the term, Ethos. Brands that succeed in this endeavor often enjoy lower marketing costs, higher customer loyalty, and an enviable reputation that transcends the need for traditional advertising.
Once you’ve developed your philosophy, it should influence every aspect of your business:
Branding
Marketing
Sales
Innovation
Culture
Recruiting
Customer experience
Community involvement
Social good
One important element of operationalizing your philosophy is to extensively do what I call “sentiment surveys”. These are short (1 - 3) question surveys with open answers that are sent regularly to employees and customers.
In conclusion
In the journey towards becoming a conscious brand, the cultivation of a school of philosophy emerges not just as a differentiator but as the very essence of brand identity and purpose. Ergo, the development of a school of philosophy is not merely a strategic advantage but a necessity for brands aiming to make a lasting impact. By prioritizing philosophical depth over superficial marketing tactics, brands can achieve enduring relevance and leave a legacy that transcends their products or services.