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Brands Doing Good | Patrick Collings 2009
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Brands Doing Good | Patrick Collings 2009


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This is a presentation that I gave recently on a brands' perspective towards funding environment or other social causes. Two key arguments of the presentation are a) these days brands tend to put …

This is a presentation that I gave recently on a brands' perspective towards funding environment or other social causes. Two key arguments of the presentation are a) these days brands tend to put their money into causes aligned with the overall strategy of the brand and b) that there is a lot of competition for that funding. Like most of my presentations, this one needs a talking head to explain the individual slides. I have tried to reduce this need slightly by putting a commentary sentence at the bottom of several of the slides.

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  • 1. Brands and doing good Patrick Collings Sagacite Brand Agency February 2009 photo by Kevin Dooley
  • 2. from the perspective of the brand
  • 3. because it is the right thing to do commentary: would be ideal, but often brands felt obliged or pressured into funding causes
  • 4. 1960s | 1970s | 1980s doing good to look good commentary: funding in a shotgun approach often not even related to the brand’s business
  • 5. 2 change reasons commentary: two developments changed how brands funded social causes
  • 6. commentary: the first development was when exxon needed environmental allies to help with the exxon valdez spill. the organization found their social giving had not nurtured environmental groups
  • 7. commentary: the second development concerned public outcry and boycott of goods as experienced by shell with plans to sink the brent spar oil rig and nike with child labour (next slide)
  • 8. commentary: no logo was a rallying cry against the perceived bad that organizations did
  • 9. 1990s | 2000s | onwards doing well and doing good commentary: funding was more aligned with the business and strategy of the brand
  • 10. the corporate is not distinct to the offering
  • 11. resonance opinion understanding awareness commentary: use the cbbe pyramid to demonstrate the importance of opinion towards a brand
  • 12. 90% want companies to focus on more than profitability 60% said they form an impression of a company based on perceptions of social responsibility 40% said they responded negatively about companies perceived as not socially responsible 17% said they avoided the products of a company perceived as not being socially responsible
  • 13. consumers are increasingly caring about societal issues and they want to associate with brands that care
  • 14. also commentary: doing good is important for inside the company
  • 15. help attract and retain staff
  • 16. decrease operating costs
  • 17. appeals to investors and analysts
  • 18. brands that do good in the eyes of their market are being rewarded for their efforts
  • 19. and those that don’t are being punished, even being neutral can put a brand at a disadvantage
  • 20. commentary: video that talks about large scale greenwashing by brands
  • 21. how to get into the of the brand photo by Mark Dodds
  • 22. does this fit with our business strategy and focus? is the issue being tackled of importance to our stakeholders? isn’t government handling this? are our competitors already in this space and do they own it? is the organization approaching us credible? what are the risks of becoming involved in this? how will this give visibility and credibility to us? how will we communicate this to our stakeholders and market?
  • 23. not only about giving but also about doing commentary: brands are not just been asked to give money to organizations but also to take active steps to improve how they operate
  • 24. Global Carbon Exchange commentary: slide dealt with the number of organizations that were considered / approached / by one brand on on environmental and society issues
  • 25. resonance opinion understanding awareness the same applies
  • 26. “For many years, community development goals were philanthropic activities that were seen as separate from business objectives, not fundamental to them; doing well and doing good were seen as separate pursuits. But I think that is changing. What many of the organizations that are represented here today are learning is that cutting-edge innovation and competitive advantage can result from weaving social and environmental considerations into business strategy from the beginning.” Carly Fiorina November 2003
  • 27. the book corporate social responsibility by philip kotler and nancy lee was used as a reference for several of the slides presentation by patrick collings