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


Corporate Branding Digest, March 23, 2015


3 Ways to Market Like a Millennial
(Ragan.com, 13.03.15)

A recent Adobe study showed how much the comms industry is changing, and a panel of marketing experts gave tips for brand managers seeking to be a part of it.


Building the Most Likeable Brand Architecture
(Branding Strategy Insider, 09.03.15)

While much has been written about when you should revisit your brand architecture and the things you should consider in doing so, often the conversations around how to structure brands seem to center on hierarchical concerns. “What do we have?” “How do we need to group it?” “How many levels?” “Is it consistent?”


What These 3 Brands Obsessed with Customer Obsession Are Doing Right
(Forbes, 06.03.15)

Building relentless relevance is tied to several critical must-haves, none more important than being obsessed with customer obsession. This is not a new trend and it’s not earth shattering, but what the old pros like General Mills, P&G, Nike ID, Mini-Cooper, Patagonia and Burberry are teaching us is that ceding your brand to customers (in a good way!) in order to drive relevance and bring your brand promise to life helps you win in ways that your competitors can’t.


The 3 Pillars of Consumer Confidence
(HubSpot, 05.03.15)

No matter what your ecommerce strategy involves, gaining consumer confidence is crucial to achieving success in 2015. Unfortunately, there are no shortcuts: consumer confidence can only be earned through hard work, but it’s a whole heck of a lot easier when you use these three easy steps as your guide.


“Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is on the most important characteristic, which is trust.” —Howard Schultz