Posted on 31. Aug, 2010 by Jonathan Feinstein.
Can brands meet their marketing needs and positively impact the world? With marketers and communities both facing unique challenges, many brands are experimenting in their own creative ways to answer this question. In my next few posts, I’ll highlight some of these examples and try to assess their effectiveness. First up, the Pepsi Refresh Project. [...]
Posted on 16. Aug, 2010 by Mark McKinney.
I was recently asked to contribute some basic “rules of the road” for brands looking to leverage a socially conscious agenda (check out this iMedia article to see what I and others had to say). With new business models like conscious capitalism and social entrepreneurship creating exciting opportunities for cross-sector partnerships, the “cause marketing” framework [...]
Posted on 29. Apr, 2010 by The Relationship Era.
Meaningful should not be confused with a softer, or “kinder and gentler” approach. And this is as true in marketing as it is in any other endeavor. It’s easy to forget and drift toward the idea that we need to create or do nice. But to strive toward something deeper—the kind of pursuits that have [...]
Posted on 18. Feb, 2010 by Doug Levy.
In Part 1 of this post, I assert that marketing’s promise over the last 50 years—basically, buy it and be happy—is hogwash. The premise that “buying something = happiness” is flawed. It accords the brand more power than it has and ignores the human desire for connection to something meaningful; research shows that connection not [...]