GLOBAL – Publicis Mojo’s Australian Chief Creative Officer Craig Davis has some good vibes coming his way. As founder of the social media site Brandkarma (not to be confused with the California-based healthcare communications company with the same name), the former Worldwide ECD at JWT and Regional ECD at Saatchi & Saatchi Asia does more than his share of social justice.
Traditional activism it is not, though there is a reference to the hippie movement. Each brand is represented by a flower with five petals: Planet, Customers, Employees, Suppliers and Investors. Users can vote each of these petals up or down through a five-color scale going from green for good to red for bad. They can also leave comments about brands in various categories. The brand’s total score and rank in its category is displayed on its page.
By comparing brands in the same category and seeing their scores, consumers can make better choices for the environment. This crowdsourced wisdom also translates to karma for its users, who earn points in their profiles for each action, or doo’, they make on the Brandkarma site. Users with the highest points are elevated to Opinion Leaders.
Brandkarma is Davis’ personal project with "a handful of clever and concerned citizens". The site’s advisory panel includes Fast Company founder Alan Webber and The Berlin School Founder and President Michael Conrad.
To get started on the new flower power, visit the Brandkarma website.
Sponsor
