Charity badging models ‘reek of inauthenticity’
Charity partnerships have got to be true to the brand’s core purpose, according to Getty Images CMO Susan Smith Ellis, or consumers will not believe in the cause.
Charity partnerships have got to be true to the brand’s core purpose, according to Getty Images CMO Susan Smith Ellis, or consumers will not believe in the cause.
Corporate-NGO partnerships are evolving. No longer are they simply a reputation building or fund raising exercise. It’s now about sparking innovation and spurring on societal and environmental missions through the sharing of contacts and knowledge.
This year marks the first time a non-retail tie-up has topped C&E Advisory’s most admired corporate-NGO partnerships barometer.
How does social purpose differ from CSR? Social purpose has to be relevant to the company’s core business. All companies have to think about how to engage radically with society. This means engaging with stakeholders on their agenda and adapting your business strategy accordingly. The strategy should not just think about the supply chain or sourcing; it also […]
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 Elon Musk sacking Tesla’s 40-strong marketing team to McDonald’s shining a light on the power of ‘stillness’, it’s been a busy week. Here is my take.
The FMCG giant is looking at “new category opportunities” as it looks to regain market share and tackle the threat of private labels.
Morrisons CMO Rachel Eyre describes loyalty as a two-way street so says the supermarket must be “hyper-personalised” in its offer to get more people “voting with their feet”.
Marketers may like to be believe they can identify with a wide range of people but, in reality, they are as likely to be led by their biases as anyone else.