The winner of our latest competition, who receives a signed copy of Anna Simpson’s book The Brand Strategist’s Guide to Desire, is Aimee Swift of Southport.
Entrants were asked to tell us about a brand that brings real value to people’s lives and say what makes it successful.
The winning entry, chosen by Simpson, said the baby product brand Pampers makes a difference through its charity work offering tetnus jabs.
Anna Simpson says…
Pampers has realised that it can play a greater role in the wellbeing of babies, beyond the comfort of a clean nappy. Its work with UNICEF to combat newborn tetanus responds to the desire of mothers to ensure the long-term health of their child.
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The brand also offers support as the baby grows, with advice on hygiene, skincare and potty training. I’d now like to see Pampers consider the long-term sustainability of its resource use, and the impact of environmental degradation on children’s lives. It could play a leading role in developing the closed-loop economy through reusable nappies.
Further reading:
20 questions with… Anna Simpson
Understanding desire: how brands can respond to what people want
What’s in a box? A tale of mass production
