Cause Branding Digest, May 10, 2016


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
(Marketing, 14.04.16)

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


Cause Branding Digest, May 3, 2016


Small Businesses Can Give Back Too: You Don’t Need to Be a Corporation to Practice Corporate Social Responsibility
(allBusiness, 26.04.16)

Corporate social responsibility (CSR). You may have heard the term, but many don’t really understand what it is and why it must be part of a marketing strategy. It is often misunderstood or looked at as something only a Fortune 500 company should be doing.


The Real Reason Millennials Want Your Brand to Have a CSR Program
(Just Means, 25.04.16)

There has been a lot of talk in the CSR space about millennials and attracting them to your brand. The prevailing theory is that millennials expect the brands they support to have a CSR program. Unfortunately, there has been very little justification offered for this claim, typically a superficial stat about how people prefer companies with a CSR program over ones without. Who wouldn’t?


Meet the Founder of the Fashion Brand ‘Rallying’ for a Cause
(NBC News, 20.04.16)

Olivia Rose Fay was content with her career as a marketing professional for high fashion brands — like Prada, Cartier, and Alberta Ferretti — but when she saw the documentary “Girl Rising,” everything changed.


Madonna Badger, 4 Years After Tragic House Fire, Reveals Powerful New Crusade
(Today.com, 26.01.15)

Just over four years after losing her parents and daughters in a Christmas house fire, Madonna Badger is now throwing her energy into a new cause.


“Through their own actions, customers can hold companies responsible to higher standards of social responsibility. Through collective action, they can leverage their dollars to combat the force of those investors who myopically pursue profits at the expense of the rest of society.” —Simon Mainwaring


Cause Branding Digest, April 26, 2016


Where Wal-Mart and Philanthropy Mix
(The Wall Street Journal, 26.04.16)

On a recent Thursday night here, hundreds gathered in a hotel convention center for another chicken dinner in the name of a good cause.


How Not to Connect Your Brand to a Social Cause
(Eco-Business, 25.04.16)

Efforts by brands to support environmental messages can be a popular success or go horribly awry. Strategy consultant Anthony Caravello outlines a recent misstep by grocery delivery service Honestbee to show how not to connect a brand with a social cause.


Corporate Social Responsibility Is Not a Marketing Strategy
(Advertising Age, 20.04.16)

“Be the change you wish to see in the world.” Sound familiar? It’s an oft-misattributed Gandhi quote puttering around on America’s bumpers and inked in high school yearbooks. While Gandhi never spoke these words, the message is a noble one. In fact, you may be surprised to learn that the sentiment informs some of America’s most innovative brands when it comes to corporate social responsibility.


Want to Do Well by Doing Good? There’s an App for That
(Forbes, 20.04.16)

Whether we need a lift, a reservation or fashion advice, we’ve come to expect that someone has built an app to help us get whatever we need.


“I’ve learned about what it means to focus on a culture, to build social responsibility and the idea of a company as a super-organism.” —Biz Stone


Cause Branding Digest, April 19, 2016


5 Ways Sustainability Helps Companies Act More Like Startups
(Triple Pundit, 14.04.16)

Last month at a conference for startups in Silicon Valley, I met several people who work at large corporations and institutions. I wondered why people from Walmart, NASA and GoreTex, a company that makes waterproof fabric, were attending a conference for budding entrepreneurs. Representatives from each said they wanted to help their organization be more innovative.


Beyond the Talk: How Corporate Social Responsibility Makes Companies Operate Better
(Forbes, 12.04.16)

If you ask 50 people, “What is corporate social responsibility?” you’ll probably get 75 different answers. For me, corporate responsibility is how companies operate. It’s about how they identify and manage their social and environmental risks and footprint. Defined this way, quite a few people are impacted by CSR. The breadth of stakeholders is vast—it includes the company’s shareholders, employees, customers and business partners.


‘Brand Purpose’ Means Nothing If You Don’t Deliver
(Marketing, 01.04.16)

The successor to the mission statement is, alongside commitments to sustainability, capturing imaginations in the boardroom. But it’s about doing, rather than just looking, good.


Does CSR Create Shareholder Wealth?
(LSE Business Review, 07.03.16)

Due to increasing pressures on organisations to behave in socially responsible ways, corporate social responsibility (CSR) is becoming a “must have” component of corporate strategy. This is a good development for the society at large as the massive rate of industrialization in the last century has placed a heightened burden on the limited resources our planet has to offer. However, the primary responsibility of managers of corporations, particularly of the publically owned ones, is not to increase social welfare but to maximize the returns on investments of their shareholders.


“With any new business deal, don’t think about how much you can afford to get—think about how much you can afford to give. A spirit of giving will allow you to get.” —Jarod Kintz


Cause Branding Digest, March 29, 2016


Technology and Substance in Sustainability
(Forbes, 22.03.16)

Sustainability has been a part of the corporate vernacular for decades. The concept has primarily been tied to corporate branding, but the priority, investments, and influence of the champions of sustainability has been limited—until now. Major moves by some of the world’s most influential businesses indicate that an important shift is underway. Sustainability is moving up the food chain as technology brings substance to targets, as future leaders demand real commitments, and as organizations acknowledge the real risks of inaction.


Pernod Ricard CEO: Consumers Will Know if Your CSR Activity Is ‘Bullshit’
(Marketing Week, 18.03.16)

Speaking to Marketing Week to promote The Venture, Chivas whisky’s $1m competition for social enterprises, the wine and spirit maker’s chief executive Alexandre Ricard claimed today’s consumers will uncover any lack of authenticity in corporate social responsibility efforts.


Focus on Women in Communication, STEM, Finance ‘the Biggest Bang for the Buck’
(Sustainable Brands, 14.03.16)

Building on the inspiration and energy from day one, day two of the International Women’s Day Forum kicked off with a panel on The Power of Communication and Perception. Beth Colleton, SVP of CSR at NBC Universal, posed the question: “We reach 97 percent of all people in any given month. But how do we get people to care?”


Moving Day for Corporate Purpose
(Transform, 08.03.16)

Purpose may be this year’s buzzword, but is it superseding the importance of brand? David Benady examines the rise of purpose and its impact on corporate and product brand management.


“I wear two hats. The one is business and increasing my shareholders’ value; the other is social responsibility.” —Guler Sabanci


Corporate Branding Digest, March 14, 2016


Does Your Company Have a Pirate Ship for Employee Onboarding?
(Triple Pundit, 26.02.16)

Hiring employees, also known as employee onboarding, has often been compared to staffing a ship. Managers need qualified people for each job in order for the ship to navigate the rough waters of today’s business. But if hiring executives do not embrace responsibility for the company’s actions for a sustainable future, ask the right questions and make prudent hiring choices, then the company’s employment department may seem like a pirate ship that is muddying the waters.


Crisis Management for Today’s Restaurants
(Restaurant News, 06.01.15)

Restaurateurs need to know how to manage and deal with a crisis. Irresponsible or irrational actions pertaining to a crisis can be damaging to a long withstanding reputation. Restaurateurs can learn from other’s stories and take necessary steps to handle their crisis in a positive manner. Once restaurateurs learn to deal with a crisis at hand, they can work to rebuild trust in their communities and return to satisfying their customers with great food.


Building Your Employment Brand Is Like a Relationship
(Redwood Falls Gazette, 11.01.16)

Once your brand is established, communicate it in advertisements, social media and interviews. Finally, enjoy your work by hiring talent who believe your story and want to be partners in a long-term relationship.


Brand Reputation: Good and Bad Ways to Manage Product Recall
(PRWeek, 30.11.15)

Having to take back a product seems like a no-win situation, but it can be a chance for brands to show their worth.


“Culture is about performance, and making people feel good about how they contribute to the whole.” —Tracy Streckenbach


Cause Branding Digest, March 8, 2016


What Brands Can Learn from Musicians About CSR
(MediaPost, 07.03.16)

The memories are indelible. From Farm Aid to Live Aid and “We are the World,” my generation’s earliest exposure to activism was through music. When Live Aid aired in July 1985, 95% of the world’s television sets were tuned in, and an estimated 1.4 billion people watched, making it the biggest benefit concert in history. Today, musical artists like Lady Gaga, who launched her Born This Way Foundation to support the wellness of young people, and Jack Johnson, who used proceeds from his 2008 tour to fund the Johnson Ohana Charitable Foundation, are continuing the rich history of musician-activism.


5 Hidden Benefits of ‘One for One’ Business Giving
(Triple Pundit, 01.03.16)

One-for-one giving programs through companies like Toms and Warby Parker have instant appeal beyond the quality of and demand for their products. These habitual contributions of shoes and eyeglasses for those in need, respectively, are a clear signal to customers that these companies value making a difference in society. And they are doing just that — by taking action on these values and supporting impoverished communities.


Marketing Key to Return on Corporate Social Responsibility Investment, Study Shows
(Phys.org, 23.02.16)

The decision to give to charity or develop a more sustainable product should not depend solely on a corporation’s bottom line, but it is certainly a factor. That can complicate the situation for managers who must balance between doing good and keeping shareholders happy, said Sachin Modi, an associate professor in Iowa State University’s College of Business.


5 Marketing Tips for Nonprofits to Reach Donors
(Forbes, 12.02.16)

For nonprofits, donors are a critical component for long-term success. Nonprofits rely heavily on donors for funding and support, and donor outreach is an important part of their business. Nonprofits are tasked with the challenge of presenting their organization and cause in such a way that will compel donors to take action.


“Corporate social responsibility … Not because it is a nice thing to do or because people are forcing us to do it, but because it is good for our business.” —Niall FitzGerald


Cause Branding Digest, February 23, 2016


The Elements of an Effective Cause Marketing Campaign
(Harvard Business Review, 19.02.16)

What makes a great cause campaign? How do you get people to stop bad habits, adopt good ones, or do something about a societal or health issue that may not even be on their radar?


How Can Your Cause Marketing Ad Stand Out in the Sea of Super Bowl Commercials?
(Justmeans, 12.02.16)

The Super Bowl has become a strong platform for companies to showcase their cause efforts, and this year was no different. On the heels of the Super Bowl 50 Committee’s “Play Your Part” initiative, a number of brands chose to lead with social issues, shining a spotlight on just how far CSR has come as a core business and marketing strategy.


The Power of Empathy in Content Marketing
(The Guardian, 08.02.16)

Snackable content can give the numbers a boost—but it’s content with a meaningful message that has enduring appeal.


10 Sustainability Trends in the Luxury Industry
(TriplePundit, 05.02.16)

How fun is makeup created by a 3-D printer? Would you wear a bracelet that tracks energy usage to curb your carbon footprint? Ever wonder how well the laborers who dug up your diamond are making a living?


“In a truly great company, profits and cash flow become like blood and water to a healthy body: They are absolutely essential for life, but they are not the very point of life.” —Jim Collins


Cause Branding Digest, February 16, 2016


Why Brand Purpose Requires More than Just a Snappy Slogan
(Marketing Week, 15.02.16)

Consumers increasingly want organisations to demonstrate a purpose beyond profit and prove a business commitment to making the world a better place, but it requires more than a snappy slogan, with brands needing to set out their objectives and prove they are in it for the long term.


Women and Corporate Social Responsibility: Move Beyond the Superficial
(TriplePundit, 04.02.16)

Women are good for business and particularly executive-level women: A study from global accounting firm Grant Thornton found that companies with at least one female executive board member performed better than those with male-only boards. Women play a major role in enabling better decision making at companies, creating sustainable organizations and increasing annual company philanthropic contributions.


Women Entrepreneurs Fuel Social Change and Economic Growth
(Forbes, 03.02.16)

For years, women have had to adapt to the male way of doing things, even when starting our businesses. But things are changing! The number of women growing their businesses beyond $1 million has reached a tipping point. An impressive 24% of all businesses have more than 50% ownership by women, according to a report by the U.S. Women’s Chamber of Commerce.


Understanding Social Role of Corporation
(O’Dwyer’s, 14.08.15)

More companies have become invested in the practice of corporate social responsibility. As the tides of social sentiment change among the public, companies are exhibiting greater sensitivity to justice, diversity, and inclusivity than ever.


“More brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. I mean ‘wrong’ in two senses. Firstly, they are marketing ineffectively, and secondly, as a consequence their positive social impact is not maximized.” —Simon Mainwaring


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, January 12, 2016


The Public’s Trust in Nonprofit Organizations: The Role of Relationship Marketing and Management
(Nonprofit Quarterly, 11.01.16)

This article offers a conceptualization of the “public trust” that is applicable to nonprofit organizations, touches on what relationship marketing theory says about restoring that trust once corrective action has been taken, and identifies the managerial actions that might impair that trust. It also offers an operational guide in tabular form on the meaning, management, and marketing of the public trust in nonprofit organizations.


For Many Nonprofits and Causes, YouTube Stars Are the New Guides to Growth
(Forbes, 06.01.16)

YouTube stardom is not, and never has been, an easier road to fame than the Hollywood path. And like Hollywood stars who were plucked from the constellation of contenders, big-time YouTubers generally feel grateful for the good fortune that coalesced with their work. So it makes sense that they want to give back in the same ways.


Retail Karma: Pay It Forward by Marketing with a Cause
(Independent Retailer, 05.01.16)

A great quotation by Robert Ingersoll reads, “We rise by lifting others.” Nothing is more true in day-to-day activity, and this philosophy can certainly be applied to small businesses and marketing techniques. Cause-related marketing is a great way to show support and commitment for the community, build brand awareness, and create a positive impression on your consumer base. Not to mention, there’s also a wonderful inner satisfaction that accompanies helping others in need.


Cause Marketing by the Numbers—What’s in It for Me?
(Lexology, 29.12.15)

There is a common belief that corporations must do everything with an eye to producing profits for shareholders. But that is not so. In fact, in its opinion in the Hobby Lobby case, the U.S. Supreme Court stated: “Modern corporate law does not require for-profit corporations to pursue profit at the expense of everything else, and many do not.” Brands can (and should) include cause marketing in their promotional campaigns. (And you don’t need to tell anyone, but doing so will probably increase your product awareness and bottom line!)


“Where sustainability works best is where an organization’s leadership gets it and wants it to happen and enables it to happen—so everyone from the person who sweeps the floor to the finance director feels part of that conversation.” —Will Day


Cause Branding Digest, December 15, 2015


Consumers Value Brand Transparency Above Cost, Research Finds
(PRWeek, 30.11.15)

Consumers attach more importance to a brand’s values and how management behaves than its new products or innovations.


Corporate Culture Has Become the Most Powerful Force in Forging Partnerships
(Adweek, 29.11.15)

Companies are no longer judged on what they say, but rather on what they do. That is why whatever goods or services you are selling, business will always be better and more sustained when people buy into your culture first.


Holiday Cause Marketing Goes Digital
(JustMeans, 14.12.15)

Cause marketing during the holiday season is nothing new. Companies have long realized the power of appealing to consumers’ hearts and wallets to break through the holiday clutter. Although this year is no different with dozens of campaigns in the marketplace, there is a new twist on conventional efforts. Companies and nonprofits are moving beyond the shopping transaction and engaging consumers to spread even more good cheer with digital activations.


5 Tangible Ways CSR Can Impact Your Business
(Marketing Interactive, 01.12.15)

The link between a company’s strong corporate social responsibility (CSR) is inevitably tied to its brand perception.


“In this ever-changing society, the most powerful and enduring brands are built from the heart.” —Howard Schultz


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 17, 2015


Why Emerging Multinationals Are Embracing Social Responsibility
(Knowledge@Wharton, 12.11.15)

Earlier this year, Forbes reported that New York-based natural foods company KIND Snacks, in its first ten years, has grown from zero to over 450 million units sold. Its now-familiar rainbow-wrapped bars can now be found in over 150,000 retail stores. According to the article, founder and CEO Daniel Lubetzky’s focus is to “make profit and make a difference … achieve mass distribution and make his products healthy.”


Date Aid: Are Charities Sending the Wrong Message?
(The Guardian, 10.11.15)

A new campaign by Bond is challenging charities that use pity to drive engagement in their anti-poverty campaigns.


5 Companies Engaging Their Employees Around Sustainability
(TriplePundit, 21.10.15)

Sustainability is no longer a buzzword that companies can simply talk about in order to improve their image. Sustainability and corporate social responsibility are standard policies that every successful company must embrace to remain successful and profitable in the 21st century. Successful sustainability programs result in increased savings and profits through tax incentives and the inevitable consumer demand for greener products and services.


How Thoughtful Leaders Earn Employee Loyalty
(Convince & Convert, 09.09.14)

It’s axiomatic that customer satisfaction is every business owner’s first and highest priority. When customers are satisfied they will return and bring others. More customers means rising sales and profits. Right? Close, but wrong.


“When people are financially invested, they want a return. When people are emotionally invested, they want to contribute.” —Simon Sinek


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


Cause Branding Digest, September 29, 2015


Older Millennials More Cynical About Cause Marketing
(Marketing Daily, 28.09.15)

While Gen Y continues to expect companies to become more committed to social and environmental causes—and to share about them through social media—there has been a shift, according to new research from Cone Communications. Older Millennials 25 to 34 are increasingly questioning their ability to make a real impact, and are more skeptical about corporate-cause efforts. Only 25% of them, for example, believes that making a purchase can create a significant impact, compared with 36% of those between the ages of 18 and 24..


Volkswagen and the Dark Side of Corporate Sustainability
(GreenBiz, 24.09.15)

Two weeks ago, the $50 billion German auto giant Volkswagen AG was named best in class—yet again—for automotive industry sustainability by the prestigious Dow Jones Sustainability Indices.


A Brand Is Just a Brand—Unless It Has a Purpose
(Forbes, 22.09.15)

Over the past several years, I have seen companies put more effort – meaning, more time and money – into their brand, and it’s starting to pay off. According to the BrandZ Top 100 Most Valuable Global Brands 2015 report, the brands in its Top 100 list are now worth $3.3 trillion, which represents a 14% increase over last year. The report, which is published by MillwardBrown, also notes that building and sustaining a valuable brand is essential to business success because of market disruption and the changing consumer mindset.


8 Branding Tips: Be Your Customers’ Best Friend
(Triple Pundit, 14.09.15)

Thirty-seven percent of employees say they have a clear understanding of what their organization is trying to achieve and why, according to Stephen Covey’s “The 8th Habit.” If employees don’t know what their organization is trying to achieve, then customers sure as heck won’t know. What we have here is a branding problem.


“You can have everything you want if you help enough other people get what they want.” —Zig Ziglar