The ancient philosopher Plato made significant contributions to humankind. His philosophical fingerprints can still be felt today in how we think about mathematics, science/nature, morals, politics and the arts.
Perhaps we should add “brand strategy” to the long list of contributions Plato has made to civilization.
To explain “how great companies have great purposes,” the authors of CONSCIOUS CAPITALISM draw connections between Plato’s take on transcendental philosophy and modern-day brand strategy.
In its most simplistic form, transcendental philosophy provides a framework for understanding how we, as humankind, can live a worthwhile life.
Plato outlined three transcendental ideals to follow for people to make a meaningful contribution. These same ideals can be viewed from the perspective of a how a business can live the brand in a purposeful way to become profitable.
These transcendental brand strategy ideals, as outlined in CONSCIOUS CAPITALISM, are: The Good, The Truth and The Beautiful.
Plato believed the power of The Good happens when people are in service to others by expressing love, compassion, and empathy. Flipped to the view of business and branding, The Good is all about helping people live a better life.
The brand purpose of improving a person’s life through products and services is an everlasting ideal.
Starbucks is an example of a business that follows The Good ideal. Starbucks success is built upon its desire to inspire and nurture the human spirit through the connectedness that comes with enjoying a simple cup of coffee.
The Sleep Number brand also taps into the power of The Good by improving people’s lives through a better night’s sleep. (More importantly, there is no telling how many marriages the Sleep Number bed has saved.)