Brand Spirit: How Cause Related Marketing Builds Brands / Edition 1

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"Many people are coming to the conclusion that 'valufacture' in the future is increasingly going to come from synergies and alliances. The single product or service is going to become a commodity sold on price alone. Cause Related Marketing is all about such synergies and alliances. All three parties involved benefit and that is why CRM is very much of the moment and has so much potential." Edward De Bono, From the Foreword to Brand Spirit "American Express invented Cause-related Marketing in the early 1980s - service marked the term - and I said at the time to American Express executives that the idea was perhaps the greatest marketing innovation in 50 years. Surely it would be copied. Given the subsequent expansion of Cause-related Marketing into the four corners of the earth under the banners of thousands of diverse companies, in hindsight I underestimated the power of the idea. This book demonstrates why Cause-related Marketing is such a major and exciting force in the global marketing world." James D. Robinson III, Chairman and CEO RRE Investors, Former Chairman and CEO American Express Company "Pringle & Thompson have done a masterful job of showing how companies can benefit by moving beyond rational and emotional branding to 'spiritual' branding." Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University "It's often assumed that market forces and social responsibility are impossible bed-fellows. Brand Spirit challenges this view and shows with hard example how, through Cause Related Marketing, good business and good works can be mutually supportive." Jeremy Bullmore, WPP Group PLC, London "At Harvard and now at London Business School I've seen how important the understanding of brands and branding has become within a top MBA programme. Brand Spirit brings new thinking to this key area in a highly readable and insightful way." Professor John Quelch, Dean of London Business School "Brand Spirit is the first authoritative, comprehensive - and above all readable - book to spotlight this major new marketing challenge." Winston Fletcher, Bozell UK Group Ltd "I really liked this book and felt that I learned a lot from it. I am sure it will become a 'must-read' among marketing professionals ... it provides a solid business case on why companies should consider this approach to brand building and positioning and it provides effective guidelines on how to create such campaigns. So, for brand managers, marketing directors, fund raisers and agencies it is a terrific book and one I would unquestionably recommend." Professor Peter Doyle, Warwick Business School

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Editorial Reviews

Cause related marketing (CRM) is based upon the premise that when a business promotes a charitable cause in its marketing, both will benefit<-->the charitable cause because it gets more publicity than it could otherwise afford, and the business by being associated with that cause in the minds of consumers. Using case histories from a variety of advertising campaigns, the authors describe such aspects as the importance of loyalty, anthropomorphy in branding, differentiating CRM from charity promotions, and creating and implementing a CRM campaign. The volume does not contain bibliographical references. Annotation c. Book News, Inc., Portland, OR (
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Product Details

  • ISBN-13: 9780471987765
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 6/9/1999
  • Edition number: 1
  • Pages: 306
  • Product dimensions: 6.28 (w) x 9.13 (h) x 0.87 (d)

Meet the Author

MARJORIE THOMPSON is Director of Saatchi & Saatchi Cause Connection. Prior to this she was Communications Director of the Commission for Racial Equality. Previously she was Chair of the Campaign for Nuclear Disarmament and has been an advisor to the Royal College of Nursing. HAMISH PRINGLE, formerly Vice-Chairman of Marketing at Saatchi & Saatchi has now formed his own consultancy, Brand Beliefs Limited. He has been Chairman of the IPA Advertising Effectiveness Committee and is also past Chairman of the UK communications industry charity NABS.

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Table of Contents


Cause Related Marketing Defined.


The Commodity Threat and the Importance of Loyalty.

Communications Clutter and Expert Consumers.

Maslow's Hierarchy of Needs and the Loss of Trust.

The Diana Effect and the Opportunity for Brands.


Brands and Anthropomorphy in Branding.

The Three Waves in Branding.

The Power of Belief Systems.


Differentiating CRM from 'Charity Promotions'.

The Nature of Giving.

Making a Commercial Case for CRM.

Charity or Cause?


Preliminary Stages in Developing a CRM Campaign.

Establishing the 'Territory'.

Developing a CRM Concept.

Creating a CRM Campaign.

Crystallizing a CRM Campaign.

Media Neutrality and Corporate Body Language.

CRM and the Digital Revolution.



Implementing CRM on a Grand Scale.

Implementing CRM on a Smaller Scale.


Charity Culture.

Victorian Paternalism to 20th Century Philanthropy.

The Company Town.

'Nanny State' to 'Stakeholder Society'.

The Millennium Effect.

Closing Ethos Quote.


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  • Anonymous

    Posted August 22, 2001

    Excellent Resource

    This is a good introduction to the reality of CRM. The case studies do an excellent job of illustrating and reinforcing the material. My only objection is that the 'spirit' is presented in such a materialistic manner.

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