Comments on: Cause marketing driving sales growth http://geoffnorthcott.com/blog/2008/10/cause-marketing-driving-sales-growth/ brands x culture x communication x magick Sun, 21 Mar 2010 01:34:36 +0000 http://wordpress.org/?v=2.7.1 hourly 1 By: Geoff Northcott http://geoffnorthcott.com/blog/2008/10/cause-marketing-driving-sales-growth/comment-page-1/#comment-3099 Geoff Northcott Fri, 17 Apr 2009 21:07:40 +0000 http://geoffnorthcott.com/blog/?p=150#comment-3099 Hey Adam, I think that's exactly right, and the opportunities for brands to do good things in a creative and innovative way, and still creating the talkability, buzz and goodwill they crave are just immense. It's a win-win situation. Over at Zeus Jones, Adrian Ho has done a great job of outlining how modern brands have to <a href="http://www.zeusjones.com/blog/2009/mastering-new-modes-draft/" rel="nofollow">stand for something</a>. And once you've defined what you stand for, then you need to live those values. It's the way forward. Hey Adam, I think that’s exactly right, and the opportunities for brands to do good things in a creative and innovative way, and still creating the talkability, buzz and goodwill they crave are just immense. It’s a win-win situation.

Over at Zeus Jones, Adrian Ho has done a great job of outlining how modern brands have to stand for something. And once you’ve defined what you stand for, then you need to live those values. It’s the way forward.

]]> By: Adam http://geoffnorthcott.com/blog/2008/10/cause-marketing-driving-sales-growth/comment-page-1/#comment-3084 Adam Fri, 17 Apr 2009 12:21:55 +0000 http://geoffnorthcott.com/blog/?p=150#comment-3084 Geoff, Was writing a post about KFC and the benefits of brands doing good things with their advertising budgets rather than a raft of insipid billboards when i found your great post. Seems to me that all brands can find a mutually beneficial way to spend their marketing wonga. Have lovingly acquired some of your examples in the process. Hope you don't mind. Geoff,

Was writing a post about KFC and the benefits of brands doing good things with their advertising budgets rather than a raft of insipid billboards when i found your great post. Seems to me that all brands can find a mutually beneficial way to spend their marketing wonga. Have lovingly acquired some of your examples in the process. Hope you don’t mind.

]]> By: TAXI 15 Below Project » didn’t see that coming http://geoffnorthcott.com/blog/2008/10/cause-marketing-driving-sales-growth/comment-page-1/#comment-1438 TAXI 15 Below Project » didn’t see that coming Sat, 22 Nov 2008 17:56:54 +0000 http://geoffnorthcott.com/blog/?p=150#comment-1438 [...] been talking recently about the potential for cause marketing to become a shoot-out in social responsibility innovation on behalf of brands that benefits everyone. And TAXI’s 15 Below Project is a great example of [...] [...] been talking recently about the potential for cause marketing to become a shoot-out in social responsibility innovation on behalf of brands that benefits everyone. And TAXI’s 15 Below Project is a great example of [...]

]]> By: Cause and Connect:10 inspiring case studies how Youth Brands use good causes to sell | mobileYouth - youth marketing mobile culture research http://geoffnorthcott.com/blog/2008/10/cause-marketing-driving-sales-growth/comment-page-1/#comment-1398 Cause and Connect:10 inspiring case studies how Youth Brands use good causes to sell | mobileYouth - youth marketing mobile culture research Fri, 21 Nov 2008 11:52:56 +0000 http://geoffnorthcott.com/blog/?p=150#comment-1398 [...] Back in March 2008 we blogged about the need for brands to be more socially conscious to attract youth. Now we have case studies and data to take this further: Brandweek: 79% of survey respondents saying they would switch brands to the one that is associated with a good cause (assuming product price and quality is the same) (source) [...] [...] Back in March 2008 we blogged about the need for brands to be more socially conscious to attract youth. Now we have case studies and data to take this further: Brandweek: 79% of survey respondents saying they would switch brands to the one that is associated with a good cause (assuming product price and quality is the same) (source) [...]

]]> By: Burger King Studio: Art colab x American Apparel » didn’t see that coming http://geoffnorthcott.com/blog/2008/10/cause-marketing-driving-sales-growth/comment-page-1/#comment-1233 Burger King Studio: Art colab x American Apparel » didn’t see that coming Sat, 15 Nov 2008 13:26:44 +0000 http://geoffnorthcott.com/blog/?p=150#comment-1233 [...] It’s also interesting to see yet another brand get involved in the arts space. It’s looking more and more that brands will increasingly become modern patrons for artists and musicians, and I think that shaped correctly this trend could be a win-win for everybody involved, tied into the overarching trend of marketing by doing good things. [...] [...] It’s also interesting to see yet another brand get involved in the arts space. It’s looking more and more that brands will increasingly become modern patrons for artists and musicians, and I think that shaped correctly this trend could be a win-win for everybody involved, tied into the overarching trend of marketing by doing good things. [...]

]]> By: Youth Trust - The 6 ways brands lose and abuse it | mobileYouth - youth marketing mobile culture research http://geoffnorthcott.com/blog/2008/10/cause-marketing-driving-sales-growth/comment-page-1/#comment-1081 Youth Trust - The 6 ways brands lose and abuse it | mobileYouth - youth marketing mobile culture research Tue, 04 Nov 2008 08:52:35 +0000 http://geoffnorthcott.com/blog/?p=150#comment-1081 [...] building trust - such as the communication of values that resonate with the consumer (as in cause marketing). My recommendation is to implement the 3 loyalty metrics alongside your standard KPI for [...] [...] building trust - such as the communication of values that resonate with the consumer (as in cause marketing). My recommendation is to implement the 3 loyalty metrics alongside your standard KPI for [...]

]]> By: Geoff Northcott http://geoffnorthcott.com/blog/2008/10/cause-marketing-driving-sales-growth/comment-page-1/#comment-919 Geoff Northcott Tue, 21 Oct 2008 20:31:30 +0000 http://geoffnorthcott.com/blog/?p=150#comment-919 Hi Tim, Many thanks for the comment and the kind words. The KFC example is an interesting one, as the inference is it's a direct response to negative claims about their business practices by PETA. In which case a cause marketing campaign might not really do much for them if it rings hollow and comes off as a cynical marketing exercise. As you've suggested, credibility and consistency are keys for brand perceptions to change meaningfully and with any staying power. I think that's pretty much true of most branding, but especially so with anything related to CSR and "marketing for good". That attitude and behaviour needs to be expressed through all areas of business practice, from sourcing through to marketing. And if that's the case, the CSR should come off as natural and as part of the company's way of being, rather than bolted on at the end. Although some people would argue Google is losing their way, I still think they are one of the best examples of making this work in large scale practice. cheers, Geoff Hi Tim,

Many thanks for the comment and the kind words.

The KFC example is an interesting one, as the inference is it’s a direct response to negative claims about their business practices by PETA. In which case a cause marketing campaign might not really do much for them if it rings hollow and comes off as a cynical marketing exercise.

As you’ve suggested, credibility and consistency are keys for brand perceptions to change meaningfully and with any staying power. I think that’s pretty much true of most branding, but especially so with anything related to CSR and “marketing for good”. That attitude and behaviour needs to be expressed through all areas of business practice, from sourcing through to marketing.

And if that’s the case, the CSR should come off as natural and as part of the company’s way of being, rather than bolted on at the end. Although some people would argue Google is losing their way, I still think they are one of the best examples of making this work in large scale practice.

cheers,
Geoff

]]> By: Tim http://geoffnorthcott.com/blog/2008/10/cause-marketing-driving-sales-growth/comment-page-1/#comment-915 Tim Tue, 21 Oct 2008 10:55:35 +0000 http://geoffnorthcott.com/blog/?p=150#comment-915 Hi Geoff, really interesting post. It's something I've been wrestling with for a while but failed to articulate. We're seeing more and more of this blurring in PR and in particular corporate and CSR briefs where companies are realising that what they say and what they do are now one in the same which of course impacts on their brand positioning in this new transparent world we live in. Take for example this new KFC win for Ketchum with the aim to 'proactively shift brand perceptions' http://www.prweek.com/uk/sectors/City/article/852250/kfc-signs-ketchum-wide-range-brief/ and hence why PR agencies are recruiting brand builders like they're going out of fashion! Sorry, "brand preceptions" - isn't that what ad agencies are meant to do?! I think we will be seeing more and more of this blurring between CSR, PR and advertising because of the t'internet opening up information to everyone and the Colalife campaign (a submission for the google 10tothe100 project you mentioned) is one such example if Coke are smart enough to investigate the idea independently if not chosen for the google campaign. I guess also, the challenge for companies is to figure out territories that they can operate in to 'be nice' without coming across conceited and insincere, though I would hope this is answered by 'doing good' in areas the company can easily affect and with minimal cost to them, thus justifying their involvement in the cause in the first place. Keep up the excellent blog and work at AKQA. Tim Hi Geoff, really interesting post. It’s something I’ve been wrestling with for a while but failed to articulate. We’re seeing more and more of this blurring in PR and in particular corporate and CSR briefs where companies are realising that what they say and what they do are now one in the same which of course impacts on their brand positioning in this new transparent world we live in.
Take for example this new KFC win for Ketchum with the aim to ‘proactively shift brand perceptions’ http://www.prweek.com/uk/sectors/City/article/852250/kfc-signs-ketchum-wide-range-brief/ and hence why PR agencies are recruiting brand builders like they’re going out of fashion!
Sorry, “brand preceptions” - isn’t that what ad agencies are meant to do?! I think we will be seeing more and more of this blurring between CSR, PR and advertising because of the t’internet opening up information to everyone and the Colalife campaign (a submission for the google 10tothe100 project you mentioned) is one such example if Coke are smart enough to investigate the idea independently if not chosen for the google campaign.

I guess also, the challenge for companies is to figure out territories that they can operate in to ‘be nice’ without coming across conceited and insincere, though I would hope this is answered by ‘doing good’ in areas the company can easily affect and with minimal cost to them, thus justifying their involvement in the cause in the first place.

Keep up the excellent blog and work at AKQA. Tim

]]> By: the latest in brand utility: Fiat ecoDrive » didn’t see that coming http://geoffnorthcott.com/blog/2008/10/cause-marketing-driving-sales-growth/comment-page-1/#comment-668 the latest in brand utility: Fiat ecoDrive » didn’t see that coming Thu, 02 Oct 2008 23:50:17 +0000 http://geoffnorthcott.com/blog/?p=150#comment-668 [...] Archives « Cause marketing driving sales growth [...] [...] Archives « Cause marketing driving sales growth [...]

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