Rachel Ray, the CBS TV personality and Emmy-winning chef, has donated 4 tons of her Nutrish brand of wet and dry dog food to the canine victims of Hurricane Sandy. She believes she should give back in the same way as she makes a living. Everybody who makes a product or offers a service needed [...]
Tag Archives: Cause marketing
Brand Story: Barefoot Wine
On Tuesday, October 16, 2012, we will do something entirely out-of-the-box for the book industry, as far as we know. We will offer a limited number of advance eBooks 90 days before the official release of the paperback, The Barefoot Spirit. Further, we will offer a limited number of packages which will include the advance [...]
Early Support for Marginalized Groups Results in Customer Loyalty
Today, if you are in business, you have to stand for something beyond your product or service. This relatively new concept is being hastened by the wave of transparency possible through the Internet. In the past, producers were so worried about losing customers that they avoided anything they felt was controversial, even if it was [...]
Worthy Cause Marketing is more than a Check for a Sponsorship
With big companies and big non-profits, we often see checks being written for sponsorship rights. This often buys the right to use the non-profits logo on the companies’ products and collateral marketing materials. While many non-profits are reliant on these sponsorships annually, their members need more than a check to have a social reason to [...]
Cause Marketing is Not Just for Big Business
In 1986, when we started the Barefoot Cellars brand, we were faced with the same problem that vexes most consumer product companies: How to get the word out with limited funds. A commercial advertising campaign was simply out of the question. As a new company, we did not yet have national, or even statewide distribution, [...]
Building a Brand – 11 Essential Building Blocks
Today there is a lot of talk about building a brand. It seems like brands pop up over night, especially on the web. Most brands, however, take years to become established. Some companies even buy up defunct brands because they may still have some brand equity that may be harder to build than acquire. Gaining [...]
HBS Branding Blog by David Aaker
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“They laughed when I sat down at the piano — but when I started to play!”
When identifying the top print advertisements and best headlines in the last century of advertising, one written in 1926 by a young copywriter named John Caples, only one year on the job, is always part of the conversation. The ad is known by its headline, “They laughed when I sat down at the piano — but when I started to play!” His assignment was to entice […]
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What Can We Learn from the Reframing of Romney?
Brand executives can learn a lot from political professionals who exhibit creative brand building programs and then subject them to huge field tests. Consider the Obama campaign’s early decision to spend a good part of their budget on defining Romney. This money was expended before the conventions and some of it well before Romney wrapped up the nomination. […]
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How to Find External Brand Energizers
Almost all brands need energy in order to gain visibility and support key associations, which I wrote about a few weeks ago. I wrote later that one way to gain energy is with an ownable, internal branded energizer.However, creating and owning an internal branded energizer that resonates with the target segments and energizes and enhances the target brand is […]
Brand Week News And Features
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Three Agencies Vie for Coty PR Account
Coty has entered the final stages of a review of its public relations business in Canada, with a trio of agencies vying for the account. The assignment includes social media responsibilities and encompasses dozens of brands. Account revenue is estimated at $1 million. Coty’s top brands include Davidoff, Marc Jacobs, Rimmel, Calvin Klein, OPI and Adidas. The […]
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Ad of the Day: Cartier
Could someone please explain to me what is going on in any Cartier ad, ever? First, they had the free-associative Russia-elephant-dragon-airplane odyssey (seriously, it was called "L'Odyssée de Cartier"). Now, in its latest animated adventure, there's this beautiful jaguar chasing his friend up a giant Christmas tree to get to a box fille […]
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Citi Concludes Direct Marketing Review
The outcome of Citi’s direct marketing review for North America represents a split decision. Citi awarded direct mail and collateral responsibilities for its retail bank and credit cards to Havas Worldwide, even while assigning online advertising for the bank and its cards to Wunderman, according to sources. The Chicago office of Havas will handle the mail a […]
