In all cases, brands need to be really clear and careful with their cause marketing efforts, but perhaps especially if yours is but one of many brands under a single multi-national corporate umbrella that might present conflicting messages. Then you've really got your work cut out for you. If that cause is for some reason particularly buzz- or newsworthy (e.g. The Dove Self Esteem Fund), even moreso. In my latest HuffingtonPost piece, I write about how today's consumers can see the forest for the trees, and will put your brand under intense public scrutiny if you don't pay attention to your coupling of cause and brand.
Here's an excerpt:
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