Worthy Cause Marketing is a mutually beneficial partnership between private companies and non-profit organizations. The private company aligns itself with an organization’s goals, helps them raise funds, provides resources, and raises awareness of the organization. In return, the organization’s membership has a social reason to buy the products and services of the sponsoring company.
The Brand Authority is a high traffic resource for information about brands and their development. Worthy Cause Marketing is a strong component of brand building being showcased. We have two goals.
Our first goal is to match an organization with the ideal private brand sponsor whose products or services have symmetry with the organization’s goals. Secondly, we are helping private corporations find a great non-profit “partner” as opposed to a non-profit “charity”.
The Brand Authority is building a directory of non-profits broken down by the general worthy causes into which they best fit. This directory will help match an organization with an appropriate private company sponsor.
All brands have to get the word out on their products and services. Over 100 Billion dollars was spent last year on conventional advertising. When a Worthy Cause Marketing plan is successfully launched, a large portion of an ad spend can be diverted to non-profits, achieving a far greater and longer lasting return.
You can help us achieve these goals by answering these questions about your company or organization:
Note to Non-Profits– When you have completed the short survey be sure to check out our White Paper “Press Room” section, under Tools & Resources to see how your organization can be showcased on our website at NO CHARGE!
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Who Are We.
Having built and sold a best selling national brand, we appreciate the value of brands and everything it takes to make them successful. Companies are valued by their brand equity. Achieving and maximizing brand equity requires tremendous respect for all your customers, from your wholesaler to your end user.
Starting in our laundry room with no money and no knowledge of the industry, we built the famous Barefoot Wine brand. We learned a lot they don’t teach in school and much of it the hard way. Although our success was in consumer products, our real world experience will be helpful to anyone looking for information and advice about brands.
On this site, you will find our blog and many other contributions, interviews, indexes and info-graphics, which we hope will help you design, develop, build, and monetize your brand.
Today, we produce several blogs, teach branding, and perform public speaking on the subject throughout the country. We have written a book, entitled “The Barefoot Spirit” which chronicles the history of the Barefoot Wine brand from its inception through its acquisition. Available in 2012, we hope this book will provide inspiration and encouragement for all those contemplating starting a brand or wanting to improve their existing brand.
We welcome comments on our blog posts and look forward to your suggestions for how to improve this site. It is our intention that The Brand Authority will ultimately be one-stop shopping for all things Brand.
Thank you for joining us.
Michael Houlihan and Bonnie Harvey
Barefoot Wine Founders
