Years ago, I had an interview at the newly opened New York office of the Fallon ad agency, whose work I always admired. The person heading the strategy department asked me, “Why do you love Fallon so much?”

John Vervaeke, Professor of Buddhist Psychology and Philosophy at the University of Toronto, suggests that when it comes to creating meaning in our lives, there are essentially two fundamental questions we need to ask ourselves.

We define “Mindful Branding” as the discipline of creating brands that

1.        understand their true essence (self-aware),
2.        they know why they exist (purpose-led),
3.        they don’t manipulate (ethical and grounded),
4.        they remove noise (calm and clear),
5.        they build long-term trust (trustworthy)
6.        they behave consistently and coherently (aligned internally and externally)

As Dave Trott wonderfully puts it in one of his “in a nutshell” articles in Campaign magazine…