Friday, April 23, 2010
Tuesday, March 2, 2010
Thursday, February 18, 2010
Big sports events like the Super Bowl and NBA All-Star Game are a financial boon to host cities, bringing short term incremental revenue to the area and enabling longer term infrastructure such as roads and buildings that remain for years after the event concludes. Perhaps the most magnified of these examples is the Olympics, Winter or Summer. So I was saddened to read the following from Dallas Morning News columnist Jean-Jacques Taylor as he covers the Olympics from Vancouver,:
Tuesday, February 9, 2010
This poem reminded me of cause marketing in that our actions and lives speak for themselves. Brands and consumers doing the right thing, and living up to convictions.
William Stafford, “Ask Me”
Some time when the river is ice ask me
mistakes I have made. Ask me whether
what I have done is my life. Others
have come in their slow way into
my thought, and some have tried to help
or to hurt: ask me what difference
their strongest love or hate has made.
I will listen to what you say.
You and I can turn and look
at the silent river and wait. We know
the current is there, hidden; and there
are comings and goings from miles away
that hold the stillness exactly before us.
What the river says, that is what I say.
Monday, February 1, 2010
Sunday, January 24, 2010
Increasingly its less about a "feel good" act by business to stand out through an emotive appeal, and more of an act of "good business" that's an inherent component of making a business and social impact. And to appease the growing expectations of an informed citizen consumer. The difference? For example, splashy but thin social responsibility announcements vs. a top-down sustainability strategy that meets the needs of the three P's of profit, people, planet. Or a vague transactional model of portion of proceeds will benefit... vs. a long term commitment to a cause and a strategic alliance with a related non-profit that cuts across all facets of the brand and it's marketing.
And guess what, with increased transparency requirements, it means consumers aren't passively smiling at what you do but actively engaged to vet it's merits and talk to others about it. The opportunity of course is to empower and amplify these citizen consumers with authentic cause marketing efforts. To wit, from a recent Iconoculture "Big Ideas / Trends" webinar:
Big Idea • 4: Not Gonna Take It — To put it simply, people have some edge to their attitudes. But in 2010, that won’t mean futile stewing. Citizen-consumers are feeling empowered to tap the crowd for power and change.
GENERATION G (for Generosity) isn't about anger and recessions...Challenging times see people craving care, empathy, sympathy and generosity. Expect to hear even more about caring, as that’s what consumers and citizens will demand from governments and organizations: someone to take care of their jobs, their savings, their fellow citizens.
So how are you shifting to a cause model that's more ingrained in the brand's DNA and less a topical sunscreen?