In the early days of advertising, marketers aimed for brand awareness more than anything else. As public demand grows for businesses to be good corporate citizens that are aware of their impact on the environment and the community or even the country in which they operate, the focus is shifting more and more to brand image, or brand reputation.

We spoke to Solly Moeng, a long-standing brand management, marketing and strategic communications expert, about the impact this has on product marketing and corporate branding.

Also read Solly Moeng’s article ‘The era of impact branding is here’ in the latest issue of MiNDSPACE magazine.