Advertising used to be simple. The marketer would take the client’s product, jazz it up as cheap/durable/functional/cool or just generally great, and hit the consumer with their pitch. By dint of humour, style or sheer perseverance, the message would get out and off to the shops we’d go. Now, it seems, the rules are changing. …
Between brands who use misleading ecological or social claims in their campaigns and those who decide not to communicate at all, there is a balance to find. How can companies communicate their social responsibility commitments in a relevant and effective way? What are the trends for 2014 and the years to come? 30 French experts …
Three Strategies for Integrating CSR with Brand Marketing By Prophet Increasingly, companies are putting a public face on their corporate social responsibility (CSR) activity, but is it driving customer trial, purchase and loyalty and ultimately brand equity? Too frequently these activities are unconnected or, worst of all, go in opposite directions, which for certain types …
Is your CSR integrated with your brand marketing strategy? Read More »
Achieving the right relationship between a company’s brand and its philanthropic or volunteer efforts is a delicate balancing act. But it’s well worth the effort. This whitepaper identifies four overarching principles that can guide a company in aligning corporate social responsibility activities with the corporate brand for authenticity and impact. A year ago, our firm …
Is the Coke “do good” strategy to fight obesity ‘good’ for the brand? Read More »
By : Bruno BERTHON Sustainability as competitiveness is going to change everything Can anyone still remember the workplace in 1994? No email, no internet, no mobile phones. Three or four news bulletins a day, maximum and obviously no social media. But we did have computers. They were very slow and they weren’t connected to each-other …
