Civil Branding encourages marketing professionals to their brands as a tool for building a better society. The thinking behind the effort can be summarised by the following:

No. 1
We believe that mass communications used for brand-building have the ability to make a profound positive impact on society.

No. 2
As marketers, we can use communications to raise important ideas, promote progressive values and encourage each other to build a more civil society.

No. 3
Promoting messages that bring us together as a society and encourage more civilising ideas helps differentiate the brands we build and contributes toward building a better society.