“common” is a brand, but not just any brand, it could be the brand for that new biological organic coffee shop in Cape town, South Africa or the brand name for that cool ecologically conscience furniture shop based in Eindhoven, The Netherlands. The goal is to have economic venture across the globe with the “common” brand name on it, whereby the impeccable services you received from that furniture store in Eindhoven will transfer to the great and cosy atmosphere of that coffee shop in Cape Town you discovered during your city trip or visa versa.
It leverages the “common” brand name, thereby helping start-ups with good ideas to push forward with their product or service without having to fret about brand exposure, at least not as much as before. And simultaneously it functions as a general collaborative repository for all the businesses which are under the “common” brand name. Hopefully, this will limit the rookie mistakes of fledgling entrepreneurs.
Personally, their slogan sums it all up quite clearly: “Do Shit that matters”.
I am curious how the different initiatives are going to be named to distinguish them from each other, but this should be fixable.