Peace would be the ultimate brand identity, if it wasn’t so intangible. It’s hard to touch peace, even if it’s not impossible to be at peace. The reason why the peace brand would have such broad appeal, if it was effectively marketed, is because everyone knows the saying “Let there be peace on earth.” And absolutely everyone wants it.
This time of year the notion is particularly salient. Although we sing, “sleep in heavenly peace,” we might as well be singing “shop in heavenly peace.” That would be the perfect ending to Silent Night. Or “drink in heavenly peace.”
I really believe that if I could sell Peace I would make a killing. One just needs to think of a proper packaging. The trouble is, there would be no guarantee that once people had bought into it, that they would live by it.
Peace as a saleable brand would have the most wonderful logo, the most riveting advertising campaigns, and the most amazing social media network to cultivate. Everyone strives for peace, and I’m sure that everyone would subscribe to Peace if it came at low monthly premium.
The trouble is, it would have to come with a promise that all people who subscribe to Peace would be prepared to amend their behaviour. It’s a worry, as a brand entrepreneur, when your clientele professes to love your brand, but they have to make some sacrifice in order to grow it.
So, “Sleep in heavenly peace,” may not be possible until everyone decides to, “work in heavenly peace.” And we know how impossible that is