Intentional is the new authentic. These two words, commonly used in brand parlance, sound important but don’t really mean much. What brand planner would try to be inauthentic? It doesn’t make sense. And then there is intentional. Intentional today means with a mission; usually one that is about the betterment of the people and planet. An often an intentional quality is not an endemic product quality.
Today intentional is way over-used. And therefore diminished. You can’t just donate 1% of profits to a cause and be intentional. It’s not a badge marketers and branders wear, it’s an outcome of the work they do. Unless they are non-profits.
I don’t mean to be controversial here. It’s a good thing to do good. But be successful first, put your focus on winning in the marketplace first. That’s the job. Once successful use it to start a foundation, make donations, and correct injustice. (Think Microsoft.)
Brand strategy is one claim and three proof planks. With all the customer care-abouts and brand good-ats worthy of consideration, it’s best to leave the intention (and authenticity) in your heart. And build your brand with endemic proofs.