In today’s ‘social’ world, where there’s full transparency and full disclosure, there’s an increasing need for brands to be ‘societal’, as customers derive value not just from products or services but from an organization’s broader, perceived value to their community.

Brands like Etsy and Warby Parker have built their businesses around this model, creating a value proposition to customers that isn’t just evaluated by monetary transactions alone, but what they give back – whether it’s supporting a local craftsman, or providing glasses to someone you’re unlikely ever to meet.

This new model has huge implications for the way brands should think about their corporate strategy (aligning communications with their core value proposition, beyond just the product benefit); brand valuation (how they measure and account for the impact and value they create within their communities); and CRM (from customer relationship management to communities relationship management.

Join our panel of experts as they take a closer look at the evolving relationship of societal brands in our social world: illustrating its growing impact and key take-aways for the future of brand strategy.