“The social business marketplace is effectively forcing brands to engage with consumers on the basis of something that is meaningful to them. More often than not, this takes the form of some core value that finds expression in a non-profit cause.”
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The keys to brand success are self-definition, transparency, authenticity and accountability.
It is time for corporate America to become 'the third pillar' of social change in our society, complementing the first two pillars of government and philanthropy. We need the entire private sector to begin committing itself not just to making profits, but to fulfilling higher and larger purposes by contributing to building a better world.
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.
Find the human in the technology. The currency marketers trade in has not changed even if the methods have. Emotion is what we exchange.
