I don’t think it is that bad an idea to be a branding idealist. What’s that? In my definition, a branding idealist is one that seeks to change the world with their brands. Yeah, change the world like Noble Prize winners do. That type of change.
So instead of chasing numbers, increasing market share, being top-of-mind, opening more stores, you seek to define how your brand’s purpose can cure selfishness, increase longevity, diminish loneliness, eradicate hunger.
A brand idealist makes mission statements more a mission than a statement. They write positioning statements that takes a position, not just make a statement.
Is yours the ideal brand?