Your Brand Must Be a Movement

sees a crowded future: more brands, more noise. “It’s going to be expensive for you to get customers, so how do you get people to care?” she says. She is cofounder and president of is big to her. For a brand to stand out, Barnett says, it needs to inspire passion—and that means it should treat itself like a movement. “It’s rooted in a mission, and in solving and changing a reality you’re not happy with,” she says. Here’s how to make consumers feel that there’s something at stake