Craig Davis launches his personal project – BrandKarma – a social media website out to make the world a better place one brand at a time

Publicis Mojo’s Australian Chief Creative Officer Craig Davis is out to make the world better – one brand at a time.

BrandKarmais the world’s first brand-centric social media platform.  BrandKarmawas founded and personally funded by Davis who developed the idea overmonths of his after-hours time. He started with two questions in mind:What kind of a world do you want to live in? What kind of a world doyou want to leave your kids?  The site launched today.

It’sdesigned to bring together important information about how brandsbehave, so that people can easily evaluate and rate them. The goal isto make brand owners more accountable to all their stakeholders -Customers, Employees, Suppliers, Investors and the Planet. 

Itsmission is straightforward, “to help everyone make better brand choicesand influence brand behavior for good.” A beta version of the site waslaunched this week, with 300 of the world’s most powerful brandsavailable for commenting and rating.

Davis – the former Worldwide ECD at JWT and Regional ECD at Saatchi& Saatchi Asia – believes those questions are far too important toleave for governments, regulators, experts and business leaders toanswer alone. He felt it was time to bring peoples’ voices to the table.

“Peopleunderstand that their purchase decisions have consequences, and theywant to do the right thing – if only they knew where to start,” hesays.

BrandKarma makes it easy for people to informthemselves, and to share their opinions about brands. Davis’ hope isthat the community becomes a fierce and fair democracy where good brandbehaviour is recognised and rewarded, and where bad behaviour is calledout loud and clear. The platform also acknowledges that peopleincreasingly turn to family, friends, colleagues and strangers to helpmake their choices, more than other sources like news or advertising.It’s a bottom-up approach to issues that have mostly been fought – butnot won – top-down until now.

“In many ways it’s an insanelyambitious project.” says Davis. But, as Albert Einstein once said, ‘ifat first the idea is not absurd, then there is no hope for it’.”

BrandKarma is already attracting publicity around the world, today featured on Fast Company and Creativity. You can also read more about it on Davis’ blog.

Take a look at the intro video, create an account – and start doo’ing good right now.