Ben & Jerry’s: Why standing for a cause can build stronger customer bonds
Having a social purpose is helping brands such as Ben & Jerry’s, owned by Unilever, build a relationship with customers beyond sales transactions.
Having a social purpose is helping brands such as Ben & Jerry’s, owned by Unilever, build a relationship with customers beyond sales transactions.
Speaking to Marketing Week to promote The Venture, Chivas whisky’s $1m competition for social enterprises, the wine and spirit maker’s chief executive Alexandre Ricard claimed today’s consumers will uncover any lack of authenticity in corporate social responsibility efforts.
Brands need to replace the outdated concept of CSR with a social purpose that is intrinsically linked to their core objectives.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Airbnb’s desire to control the narrative to Gap reinstating the CMO role, it’s been a busy week. Here is my take.
Diageo is using AI to better understand “real behaviour, not unintended”, which it is using to drive innovation.
With 80% of customers unable to name an underlay brand, Interfloor has embarked on a brand building journey to turn those figures around.
The ad, which Apple has now apologised for, had a “less negative than you might expect” reaction from consumers, claims System1. However, it still falls short.