Brand "We" and the Dalai Lama

In a recent interview with Fareed Zakaria the Dalai Lama sees the concept of "they" no longer relevant in the world. He expressed it this way, " The sense of concern of other human beings, other beings also part of humanity. So the reality, we are all just one. So very constant, we and they. So I think I feel the concept of "they" is no longer relevant. We must consider all human beings part of "we" and then whenever a conflict different interests come.

What is the relevance of this message from 14^th Dalai Lama to today's brands? If the concept of "they", is no longer relevant, then how do brands fit into the newer concept of "We". Brands that get the concept of "We" operate from a much more universal, unifying, and cosmopolitan perspective. This is the new role model for brands. Through the "We" concept brands can take on an expanded role in helping people connect, break down barriers, open up communication, and build trust. Because our global societies are run on the exchange of goods and services brands, even more than governments, could lead the way in adopting this new global "We" concept. All the while serving with excellent well thought through sustainable behaviors and practices that are purposeful and maybe even create more joy in the world.

The Dalai Lama embodies the concept of a "We" brand. He knows that the world is not perfect, that humans have much to learn to dissolve the concept of "they". Yet because of his wider perspective and great humanity, humility, and hope he is able to see this coming horizon. As he walks towards it he keeps a spirit of lightness and smiles and laughs often.

Which is also a lesson for "We" brands, keep it light.