Do Good Brands.

VOL. 0072 – FLORIDA, SATURDAY, FEBRUARY 07, 2026

Juan F. Arjona Harry

President & CEO Strategee   

The advent of a world where the constant is the inclusion, will bring about rapid changes in the marketing of the brands, especially for those who want to survive in the first half of the century.

Marketing 3.0 that Dr. Philip Kotler presented as a new wave in which companies and brands should play a more immersive role in community life, is giving rise to various manifestations where the brand is filling inside with the soul of the community.

Apparently this sounds good in principle as that for decades many brands come with donations helping to solve some of the most intolerable asymmetries in the societies. But this movement is growing much more than this. Brands are now in a situation of total symmetry with communities who buy them; internet and social networking have linked millions of consumers and users in an instant around a theme, opinion or concept. This means that several of the elements that drew before their relationship, are lining up face to face with communities, forcing brands to share some of their difficulties and limitations.

This means that in a world increasingly overwhelmed by difficulties, only brands practicing with the consumer ethics, to alleviate their suffering into something as a community, have the favor of the purchase. And yet, only the brands that embrace a concern for these communities will survive.

Today Brands should be aware that apart from their financial interest in valuing the assets around them, they should include the defense of any imperfections or asymmetry of today's society that causes suffering to the communities. Brands should understand that they can’t put their welfare against the welfare of communities, and then decide that the welfare of communities is their own welfare.

TOMS Shoes, Patagonia clothing brand, Coca Cola campaigns against overweight and purposeful lifestyle around family and happy, are setting guidelines about how to live the brand marketing in the XXI century, a century that already looms as the century of social inclusion.