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.
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Pernod Ricard CEO: Consumers will know if your CSR activity is ‘bullshit’
Michael BarnettSpeaking 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.
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How marketers can put social purpose into practice
Charlotte RogersBrands need to replace the outdated concept of CSR with a social purpose that is intrinsically linked to their core objectives.
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Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
P&G CEO pledges ongoing support for marketing as brand spend ramps up
Manny PhamProcter & Gamble promises to maintain its investment in “brands that are winning” following the departure of CEO David Taylor, who credits innovation and superior brand communications for driving a 7% boost to net sales.
Avoiding burnout and brand extensions: Your Marketing Week
Lucy TesserasAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From helping employees avoid burnout to Diageo hailing marketing a “big driver” of the company’s performance, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
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Online advertising needs to transition from tracking to smarter context
Marketing Week PartnerMachine learning technology will power a revolution in advertising targeting and measurement that will allow brands to reach audiences while respecting privacy.