MostContagious2012.pdf - Contagious Magazine

purpose /
playing a
role in
society
Purpose has been an overriding
theme of 2012, with companies
realising that a brand doesn’t exist
inside a bubble of happy, shiny
marketing; it has a role to play in
society.
As David Hieatt, founder of Hiut Denim
(featured in our Small But Perfectly
Formed section), says: ‘The great brands
of the world make a great product but
also have a clear understanding of their
purpose. They understand the “why” as
well as the “what” and the “how”.’
One company that embodies this is
US restaurant chain Chipotle, with its
‘Food with Integrity’ mission that pushes
the organic food agenda and fights the
cause of beleaguered farming communities
in America’s bread basket states.
Contagious was delighted to see its
animated Back to the Start film (featured
in Most Contagious 2011) win a flurry of
awards this year, with its prize money for
the Grandy appropriately donated to the
Chipotle Cultivate Foundation.
MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf
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