PPB July 2020

9 The Role Of The Company. I hope empathy will linger in boardrooms. Corporate compassion (the “human brand”) is essential in attracting and retaining talent and customers. Once inaccessible, consumers now have access to public insights through social media, comments and ubiquitous cell phone cameras. The business behind the marketing jingle has been exposed. Buyers now know what companies are really about and consumers vote with their dollars. Brands need the speed of trust and connection. So, marketing should align with who brands really are and what brands represent, or marketing will be a liability. There must be a renewed focus on taking care of employees, being good to Mother Earth, supporting community and using brands for good. So, how can promotional products help marketing and human resources departments with recognition and retention efforts? There is a heap of opportunity in the answer. So, now the question is, “Where to from here?” If we can anticipate the changes in business after the pandemic, the promotional products industry will thrive. It can prepare and prevent versus repair and repent. This creative industry is known for its ability to deliver long-lasting impressions, calls to action, to evoke emotion, to be a medium for connection, and to drive business and recognize those who deserve the bright light. We will adapt by creating new products, services and thinking to deliver marketing success. Now is the time for transformation. Danny Rosin, CAS, is co-president of distributor Brand Fuel, Inc. in Morrisville, North Carolina. He is also co-founder of Band Together NC, board member for the Triangle Area American Marketing Association and The Table Raleigh, cofounder of PromoKitchen and PromoCares, and serves on the PPAI board of directors. Rosin is cofounder of PromoCares, an effort that helps distributors find suppliers with giveback programs, which the distributors can use as a selling differentiator, while also supporting the greater community. 60 | JULY 2020 | GROW