Cause Branding Digest, April 5, 2016


It’s Okay to Brag: Why Your CSR Mission Needs to Be Marketed
(Triple Pundit, 30.03.16)

We have entered the era of the global citizen. Thanks to technology, today’s consumers make up an informed, interconnected community that has a heightened awareness of the human circumstance — from Syrian refugees to a lack of clean water in Africa. Impact that was once only possible through the platforms of politicians or business moguls can now be brought about by anyone with an Internet connection.


Why Cause Marketing Is Smart Strategy
(Gaston Gazette, 26.03.16)

We’re familiar with the old adage “to give is to receive.” The timeless rule applies to the day-to-day lives of individuals and businesses alike. In this highly accessible, real-time digital age, consumers are more in touch with companies, their brands and their causes than ever before. Studies show that a rising number of consumers support businesses that actively engage in good social responsibility … and savvy corporations know it. When a business aligns with a nonprofit to design a smart cause-marketing strategy, both parties reap the rewards.


The Bold Approach of Transformational Companies
(Sustainable Brands, 18.03.16)

At age 27, I was the youngest director elected to Vancity Credit Union, the largest community-based credit union in the world. It was the late 1980s. I ran a seniors’ agency, was chair of a provincial social planning group and had been a recent board member of the local United Way. In two and a half words, I was a “social do-gooder.”


Corporate Social Responsibility Has an Image Problem, but Don’t Kill It
(Financial Review, 01.04.16)

You know corporate social responsibility has a major image problem when one of its earliest chief executive supporters is calling for its “final demise.”


“I believe in trying to get a balance between individual freedom on the one hand and social responsibility on the other.” —Chris Patten


Cause Branding Digest, March 22, 2016


Social Good Is Always Good Branding—Or Is It?
(Policy Innovations, 18.03.16)

These days, businesses that put their social mission in the spotlight are taking the world by storm. But building a brand solely on social impact is not a guarantee for success, and it comes with risks. Social enterprises and other businesses should consider these five points before making social good the star of their show.


What Budget? 4 Marketing Challenges Only Nonprofits Understand
(Business.com, 17.03.16)

No one understands the challenges of marketing on a shoestring budget quite like a non-profit. While navigating today’s wide array of convoluted marketing options can be an uphill battle for even the most savvy business owners, it’s tenfold for non-profits.


How the World’s Best Companies Demonstrate Their Sense of Purpose
(Sustainable Brands, 08.03.16)

How do you communicate your company’s sense of purpose — what you stand for in simple terms — in a way that is authentic, transparent and honest?


Attracting Talent Through Corporate Social Responsibility: 3 Myths Debunked
(Forbes, 24.02.16)

Attracting talent through corporate social responsibility (CSR) has become as much a part of the hiring process as offering great benefits and competitive salaries. Today’s new wave of recruits prioritize social responsibility in their own lives and are determined to join organizations that care about their well-being, as well as that of the community.


“A tremendous social responsibility comes with being a successful public performer.” —A. Bartlett Giamatti


Cause Branding Digest, March 1, 2016


Leap of Kindness Day 2016 + Tips for Nonprofit Marketing
(Times Union, 29.02.16)

Inspired by all the good deeds to come on Monday, we wanted to pass along some ideas for nonprofit marketing. Most nonprofits have an army of volunteers helping with a variety of tasks. This can be a blessing or a curse, depending on the situation and organization.


Cause Marketing 101: How a Massachusetts Coffee Company Educates Consumers to Help Save the Birds
(Forbes, 28.02.16)

On a frigid Sunday morning in February, NYC Audubon hosted an Ecocruise to spot seabirds and seals in New York Harbor. To help ward off the chill, the bundled-up participants sipped free cups of coffee, from Birds & Beans LLC.


JetBlue’s CSR Strategy Builds Both Brand and Community
(Triple Pundit, 25.02.16)

A few years ago, when New York residents were recovering from Hurricane Sandy, an enterprising JetBlue crew member had a game-changing idea. Many people in the area were stranded without food, electricity and resources. Businesses were shuttered and public transportation was down. JetBlue Airlines, best known for its New York air service, was grounded as well.


Cause Marketing Mistakes You Never Want to Make
(Tech.co, 19.02.16)

Nobody can deny the fact that a successful cause marketing campaign offers many rewards. At the same time, a cause marketing campaign that is poorly built can lead towards disastrous results. There are many hazards associated with such a campaign.


“Creating a strong business and building a better world are not conflicting goals—they are both essential ingredients for long-term success.” —William Clay Ford Jr.


Cause Branding Digest, February 8, 2016


Marketing for a Good Cause: 7 Strategies for Non-Profits
(WordStream, 09.02.16)

Non-profits are hit with the biggest digital marketing challenge of all: having no money. To operate, thrive, and raise awareness for their cause without spending a substantial amount of money can seem impossible in a world of bigger, louder, and more financially equipped online advertisers they will return and bring others. More customers means rising sales and profits. Right? Close, but wrong.


An Iconic Charity Refits: Will It Save the Ship?
(The Huffington Post, 03.02.16)

Jerry Lewis and the Muscular Dystrophy Association had a big influence on my cause marketing career. Growing up during the 70’s, The Jerry Lewis Telethon on Labor Day weekend was must-watch television.


Bringing People Together to Make a Better World
(IOL, 26.01.16)

Globalisation, connectivity, and common interests are uniting formerly unrelated groups. But how do you manage reputation in the fast moving context of digital media, where critical views can make or break a brand in a second? The answer is meaningful and authentic corporate social investment that makes a real difference.


Banking and Corporate Social Responsibility
(O’Dwyer’s, 05.08.15)

Some financial institutions, banks in particular, have turned to corporate social responsibility to give back, develop credibility, and regain consumer trust and confidence that waned in the wake of the U.S. financial downturn.


“It’s not easy … but balancing the short and long term is key to delivering sustainable, profitable growth—growth that is good for our shareholders but also good for our consumers, our employees, our business partners, the communities where we live and work, and the planet we inhabit.” —Irene B. Rosenfeld


Cause Branding Digest, January 26, 2016


The Y Embarks on Its First National Advertising Campaign
(The New York Times, 26.01.16)

On Sunday night during “60 Minutes” on CBS, the Y unveiled two commercials as part of a rebranding effort that aims both to change the way the public perceives the organization and to raise money.


The Y Stresses Its Community Work
(MediaPost, 25.01.16)

The Y (known to most as the YMCA) has an enviable position of near-total brand recognition. But dig a little deeper and many who have heard of the organization are unclear on what it actually does.


The Three Keys to Purposefully Profitable, Socially Impactful Partnerships
(Forbes, 19.01.16)

It’s a slow but steady rising tide: the sea of companies focused on building a better world and the bottom line. More and more companies are leveraging their financial and human resources to make a dent in important social issues.


Why Your Organization Needs a Chief Sustainability Officer
(Environmental Leader, 13.01.16)

Organization charts normally have boxes for lots of chiefs—whether it’s chief executive officer (CEO), chief financial officer (CFO), chief operating officer (COO) or even chief technology officer (CTO)—to indicate positions of senior responsibility for large areas the organizations’ day-to-day and strategic operations. However, organizations that are making an explicit commitment to more sustainable business practices have not yet granted the same seniority to the person in charge of those sustainability initiatives.


“Ethics is the new competitive environment.” —Peter Robinson


Cause Branding Digest, January 19, 2016


5 Examples of Using Content to Start (Not Follow) a Trend
(Business.com, 18.01.16)

The future looks very bright when it comes to cause-driven campaigns. The Ice Bucket Challenge started it but look for other causes to have the same light hearted theme. This encourages people to participate and have some fun while generating buzz about a certain cause. Look for more companies to try these light-hearted challenges as it could do more marketing for the company than ever before with user generated content.


Giving Is Better than Getting in Business
(Forbes, 15.01.16)

Most of us have heard the adage “giving is better than getting.” What you might not realize is that it isn’t a philosophy that should be confined to your personal dealings. It’s especially true in business.


NPQ’s 9 Important Nonprofit Stories of 2015 (and What They Can Teach Us)
(Nonprofit Quarterly, 30.12.15)

We have identified nine significant trends and stories to reflect on.


Tips for Taking Your Twitter Game to the Next Level
(GrassrootsFundraising.org, 23.11.15)

Whether you’re just getting started or have been tweeting for a while, here are some tactics you can use on Twitter to reach new audiences and expand your community.


“We know that the profitable growth of our company depends on the economic, environmental and social sustainability of our communities across the world. And we know it is in our best interests to contribute to the sustainability of those communities.” —Travis Engen


Cause Branding Digest, December 1, 2015


The Transparent Brand: The Positives and Pitfalls of When Brands Bare Their Souls
(Biz Community, 24.11.15)

Transparency is a concept that brands should not take lightly. As one of the most popular terms in branding at the moment, transparency is not just something brands can adopt in an attempt to be relevant and win the hearts and minds of the contemporary consumer. It is a culture that needs to live in every aspect of a brand and guide the way it conducts itself, both internally and externally.


CSR: Analysing LG Electronics’ Leadership
(Business World, 23.11.15)

Giving back to the host community is one act that tells volumes of who an organization really is. While some make the billions and ignore the community because they feel their brand must soar with or without giving back, others deem it fit to impact positively on the society, despite their outstanding feats worldwide. One of such companies is LG Electronics with its extensive CSR activities aimed at giving back to its host communities.


2016 Is the Era of Cultural Movement Marketing
(The Huffington Post, 23.11.15)

Unless you’ve been on another planet the past few weeks, you already know the story of how T-Mobile has crushed its competition and ignited a mass marketing movement among millenials and Gen-Z for it’s brand and against the staid and established operators in America. This is the clearest example of the sheer power and force of cultural movement marketing.


Unilever Finds that Shrinking Its Footprint Is a Giant Task
(The New York Times, 21.11.15)

Hellmann’s mayonnaise is known for many things—making egg salad delicious, being loaded with fat, that old “bring out the best” jingle. To date, however, it hasn’t been associated with sustainability. Mayo is a processed food made by huge conglomerates, not a symbol of environmentalism.


“In the next decade, the most successful companies will be those that integrate sustainability into their core businesses.” —Jim Owens


Cause Branding Digest, November 3, 2015


Corporate Giving Tied to Branding, Image
(AZCentral, 25.10.15)

Businesses aren’t bashful when it comes to promoting their ties to philanthropy.


CSR Success: How to Choose a Philanthropic Partner
(Business2Community, 25.10.15)

You want to make an impact in the community. Whether it’s with a one-time contribution or through a philanthropic partnership, your next step is to select the right philanthropy for your business. What cause should you support? To whom should you donate? Where do you even begin?


Branding and CSR Go Together
(Business Standard, 20.09.15)

Corporate Social Responsibility (CSR) is all about stakeholder accountability, transparency in all dealings and sustainability. All this creates a ‘responsible’ halo around the business and helps companies build trust. It provides a platform of moral uprightness and establishes a company’s reputation in the minds of customers and employees. And this is absolutely crucial for brands as it helps to attract and engage with customers on a continuous basis.


Role Businesses Should Play in Social Change
(Triple Pundit, 09.10.15)

As we move further into the 21st century, the global community faces an array of difficult challenges. Over one billion people are struggling with water scarcity, a problem particularly salient in California due to the ongoing drought. Alternatively, in places like Africa, the fight against dangerous diseases such as Ebola has captured the world’s attention. In order to overcome the challenges that face us all, we all must accept the responsibility to act. We each have a role to play — every individual, every city, every country and every business.


“Goodness is the only investment that never fails.” —Henry David Thoreau


Corporate Branding Digest, October 12, 2015


Ethical Mantra ‘Don’t Be Evil’ Becomes ‘Do the Right Thing’ for New Google Parent
(Marketing Land, 05.10.15)

The Wall Street Journal points out that Google’s corporate parent, Alphabet, has a new code of conduct and a new ethical slogan: “Do the right thing.” The code states in its preface, “Employees of Alphabet and its subsidiaries and controlled affiliates (‘Alphabet’) should do the right thing—follow the law, act honorably, and treat each other with respect.”


Airbnb Targets ‘Super Brand’ Status as It Outlines Community-Led Marketing Strategy
(Marketing Week, 05.10.15)

With Airbnb now appearing on the high street thanks to a new partnership with STA Travel, James McClure, its general manager for the UK and Ireland, has told Marketing Week that the disruptive travel startup is committed to developing into an “iconic super brand.”


How to Develop a Stellar Employer Brand
(Entrepreneur, 28.01.15)

When it comes to attracting talent, a strong employer brand can positively influence the recruiting process. Consider companies such as Google and Amazon. Candidates might not flock to these employers merely for a job but rather to also be part of a creative and exciting workplace.


Why Transparency Is Essential to Building Corporate Branding
(Business2Community, 16.01.15)

The growing demand for greater corporate transparency, especially among Millennials, should not be news to anyone. Trust in business has reached new lows, as reported by the latest 2014 Edelman Trust Barometer (e.g. only 50% of Americans trust financial service companies), and insufficient transparency has been one of the key reasons.


“Presentation skills are key. People who work for you represent your brand. You want them to present themselves—and represent you—in a certain way.” —Marc Benioff


Corporate Branding Digest, May 18, 2015


Is Targeting Millennials a Lazy Marketing Strategy?
(Marketing Week, 10.05.15)

McDonald’s announced last week that as part of its turnaround strategy it will stop “sweeping talk to millennials.” Nonetheless, reaching the 18 to 34 age group through aspirational marketing is a strategy many brands are still racing to employ.


The Greatness Guide to Building Your Brand and Empire
(Entrepreneur, 16.04.15)

There are hundreds if not thousands of branding experts who will tell you how to build your brand, mapping out step by step the technical minutiae of effective marketing strategies.


How to Use the Right Photo to Boost Your Brand
(Small Business Trends, 02.03.15)

Pictures have the ability to tell our stories better than written word. A resume may list your volunteer work with a nonprofit that creates urban gardens for low-income communities, but a picture of you, elbow-deep in earth, showing others how to plant vegetables is more likely to connect with future employers who value community-minded team members.


The Evolving Influence of Today’s CMO
(Forbes, 26.02.15)

Digital marketing. Mobile marketing. Brand-building. While there are many articles on specific marketing-related topics, there is not much written about what it is like to be a CMO. What are the worries, the unique challenges and even the lessons that fuel a CMO’s success?


“Word of mouth is the best medium of all.” —William Bernbach


Cause Branding Digest, April 28, 2015


3 Ways Brands Can Use Corporate Social Responsibility Principles to Create Better Advertising
(Fast Company, 07.04.15)

A genuine attempt to build trust with an audience—and give a brand a sense of purpose—can be far more effective than traditional ads.


Building a Socially Responsible Company: From the CEO to the Front Desk
(Triple Pundit, 01.04.15)

What do a union advocate, a freelancer and an ex-convict have in common? There’s no punch line here—they’re all successful leaders and social entrepreneurs.


Decoding Green Twitter: Secrets for Online Sustainability Success
(GreenBiz, 12.02.15)

Cross-sector, cross-industry and cross-cultural connecting and collaborating have to speed the path for business sustainability, because business may be our only hope to get the job done. And it could be your individual prerogative as a sustainability leader—even more than your corporate affiliation — that helps you best mobilize support and join the march.


Erase the Line Between Cause and Marketing
(Entrepreneur, 03.12.14)

Something is new on the cause-marketing front, and big companies and entrepreneurs alike would be wise to notice—and employ. There’s experimentation in doing the sort of thing that might have once been part of cause marketing as overt marketing. The result may be good for businesses and communities alike.


“It is a truly powerful phenomenon when a brand makes a stand for what it believes in.” —Simon Mainwaring


Corporate Branding Digest, Feb. 26, 2015


7 Essentials for Smart Social PR Strategy
(Ragan, 18.02.15)

Practitioners face many obstacles to building and engaging online communities for their clients and brands. These guidelines can help.


Pop Stars and Craft Beer: Lessons in Branding and Trademarking
(Inc., 02.02.15)

Using trademarks to build and protect a brand is a great strategy for small businesses, but without the proper considerations, it can ultimately cause more harm than good.


The Smell of Creativity
(CMO.com, 27.01.15)

For me, it often takes just 10 minutes to understand whether an organisation is open to new creative ideas. I can smell it in the air. And I think that most of us have this skill, the ability to understand the unwritten rules of company culture.


A Bit of Empathy Might Be the Best Marketing Strategy
(Entrepreneur, 14.01.15)

It was a cold morning, which is not uncommon in St. Louis, even in the summer. Maybe it was due to the rain, but that cleared away soon, so I don’t know. I was wearing what she would have wanted to me wear. It was a Friday and it was my grandmother’s wake.


“When the reward is the activity itself—deepening learning, delighting customers, doing one’s best—there are no shortcuts.” —Daniel Pink


Corporate Branding Digest, Dec. 10, 2014


Dan Formosa on 9 Things to Stop Doing in Innovation
(Forbes, 10.11.14)

“Everybody wants to innovate, nobody wants to change,” said Dan Formosa, a New York-based design research consultant during his recent talk at Oslo Innovation Week. That phrase also relates to the central idea to the Berlin School of Creative Leadership and its mission to train creatives in leadership and to help corporate leaders in developing creativity. Part of defining buzzwords such as “innovation” and “creativity” is defining what they are not.


Why Your Company Needs to Offer a Unified Brand Experience
(Marketing Profs, 03.11.14)

Even more important than a logo and tagline is the way your brand manifests itself to consumers across all touchpoints. Every encounter—viewing a commercial, visiting a website, chatting with a customer service rep, reading a confirmation email, and receiving a product in the mail—is an opportunity for your brand to deliver on its promise and convey its purpose. Those encounters can strengthen the overall brand experience.


Lessons on Life and Harmony from Bruce Springsteen
(Fast Company, 15.10.14)

The performing artist proves that success can come as a consequence of, and not at a cost to, family, community, and your private self.


Motivating the Negative Nancy on Your Team
(Entrepreneur, 02.09.14)

A “Negative Nancy” is someone who overgeneralizes in labeling situations and people, focuses on the bad in each situation, jumps to conclusions and constantly redirects the blame. In a business setting, these behaviors can result in harmful effects, such as reduced productivity, decreased group morale, increased stress, wasted time, hindered creativity and innovation, and higher employee turnover.


“Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do.” —Steve Jobs


Corporate Branding Digest, Dec. 3, 2014


Can Better Workplace Leadership Solve America’s Healthcare Problem?
(Fast Company, 02.12.14)

The U.S. spends more on health care than any other country, yet we lag behind our peers. Could the answer to our health problems be at work?


JFK’s On-the-Brink Leadership Lessons
(Forbes, 29.10.14)

Fifty-two years ago, the Cuban Missile Crisis ended. For the preceding thirteen days, the world had teetered on the brink of the ultimate horror: nuclear war. How did things get to such a pass? The simple answer: a failure of leadership.


You Need a Community, Not a Network
(Harvard Business Review, 15.09.14)

The internet is great for spreading information and rallying crowds, but you can’t mobilize people to collaborate and create something of lasting value simply by connecting them via the web. To get serious results from a network, you need commitment and a continuity of relationships among the participants.


How Leaders Can Cut the BS at Work and Address Real Issues
(Entrepreneur, 05.08.14)

You talk about challenges and issues until you are blue in the face, but you still don’t get results. People promise they will do this or that, but they don’t. So you have a decision to make: “Do I bring up the tough issue, their lack of commitment, their poor performance—or not?”


“You have to trust in something—your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.” —Steve Jobs


Holistic Havas

If our agency was a MindBodyGreen headline, we’d be “How Your Client Choices Reflect Who You Are.” Health and wellness has always been an area where Havas PR excels—and now we’ve just added this fast-growing online community of mindful millennials to our client list, which includes the Bob Woodruff Foundation, Epic Hearing Healthcare, Malecare, the National Brain Tumor Society, the National Lipid Association and many other organizations focused on helping people achieve a state of wellness. MindBodyGreen is among a handful of wellness brands that have survived and prospered in the once-crowded field of online wellness publications, and we’re happy to be traveling with it and its highly engaged community on the next leg of its journey as the arbiter of holistic health.