Cause Branding Digest, September 22, 2015

It’s Time to Kill Cause Marketing
(Triple Pundit, 18.09.15)

As a marketing guy who’s spent a large portion of a long career forging connections between companies and causes, I’ve been doing a lot of thinking lately about the state of cause marketing.

Brand Philanthropy: A CMO Explains Why
(Forbes, 17.09.15)

Earlier this year Western Union set out to see if people still believed in the American Dream. Over the course of seven days and nearly 14,000 miles they sought out Americans—200 of them to ask them if they in fact still believed in the American Dream.

Green Sky Thinking: Successful Strat for Sustainable Marketing
(, 10.09.15)

If you’ve read about the benefits of building purpose-driven brands, but remain unsure of what and how to do it, read on, because today I go beyond the “reasons why” and unpack the “how to’s” behind a campaign.

Let’s Talk About (Brand) Love (and Sustainability)
(GreenBiz, 30.06.15)

One of the ah-has from the soon-to-be-released 2015 Eco Pulse study is that, indeed, a company’s sustainability or social responsibility commitment is a reason to love the brand.

“Be undeniably good. No marketing effort or social media buzzword can be a substitute for that.” —Anthony Volodkin

The Marketing Genius of Brand the Donald

Gage Skidmore

[Originally posted on the Huffington Post.]

For any serious student of marketing and media seeking a perfect pop culture storm, I give you the man currently dominating the race to be the U.S. Republican Party’s 2016 presidential candidate. Before Donald Trump wisecracked and bad-mouthed his way to global media prominence as the political maverick of the moment, he had already had a decade of celebrity as the host and hard-assed boss of the reality show “The Apprentice.” And before that, he had made megabucks as a real estate developer and dealmaker.

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Cause Branding Digest, May 5, 2015

The Key to Creating Socially Conscious Businesses
(Fast Company, 17.04.15)

On a broad scale, how do we create altruistic organizations that can really transform society and transform economic systems? This is the field I’ve been studying since I left the corporate world eight years ago, and I’m convinced that the key to this is compassionate, authentic leadership. We need a new generation of leaders to step forward and provide this new kind of leadership.

How to Pitch Environmental Performance to Your Market
(GreenBiz, 01.04.15)

Thanks to industry drivers and growing demand, environmental performance has taken its rightful place alongside functional performance, cost, aesthetics, safety and other criteria in product creation and purchasing. Now it is time to include it in marketing.

How Social Impact Strategies Just Might Save the World
(Entrepreneur, 10.03.15)

Taking a page out of the nonprofit playbook, corporate entities like Bain & Company, Unilever, Starbucks and others have all recently implemented social impact strategies. A new kind of intellectual framework, social impact strategies allow companies to view their brand from a different perspective in order to constantly reassess their external and internal engagement operations.

Sustainability and the CMO
(MediaPost, 17.09.14)

As Gardiner Morse wrote in a recent Harvard Business Review article, “a marketing revolution is under way and nowhere is that more visible than in the CMO’s transforming role.” Morse was specifically referring to Unilever’s CMO, Keith Weed, who notably now oversees both marketing and communications and sustainable business. It is a shift from the model that exists at the majority of companies, namely that sustainability exists in a separate division.

“The environment is where we all meet, where we all have a mutual interest; it is the one thing all of us share.” —Lady Bird Johnson