Business Is Taking Action on LGBT Rights. Will Climate Change Be Next?
(Harvard Business Review, 09.05.16)
After North Carolina passed a bizarre transgender bathroom law with sweeping implications (one that, according to the Justice Department, is probably illegal), an impressive list of big companies made their displeasure known. The CEOs of dozens of corporate giants — including Alcoa, Apple, Bank of America, Citibank, Facebook, Google, IBM, Kellogg, Marriott, PwC, and Starbucks — sent an open letter to the governor to defend “protections for LGBT people.” PayPal canceled plans for an operations center in the state, and Deutsche Bank announced it would freeze the addition of 250 employees in the state because of the law.
13 Steps to Building Rapport with For-Profit Partners
(The NonProfit Times, 09.05.16)
Enlisting the cooperation of businesses to start a cause marketing campaign is a lot like fundraising in general: building rapport with the targeted company is essential even before the partnership begins.
The ‘Truth’ About Modern Cause Marketing
(The Huffington Post, 28.04.16)
Just like promoting any consumer brand, starting a lasting conversation about a particular non-profit, cause or charity requires collaboration across all lines of marketing communications. The media landscape is in a state of constant evolution, and just like brand marketers, non-profits need to embrace evolving opportunities and techniques in order to be effective.
No Amount of CSR Will Help, If Your Product Isn’t Great
Brands have a credibility problem and in a world where bad news spreads like wildfire, this isn’t an issue brands can ignore. While brands might be tooting their horn over the contribution they have made towards society and environment, Cohn & Wolfe’s latest study on what it means to be an authentic brand shows otherwise.
“A brand’s strength is built upon its determination to promote its own distinctive values and mission.” —Jean-Noel Kapferer