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

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Cause Related Marketing (CRM) can be defined as a strategic positioning tool which links a company or brand to a relevant charity or cause in a partnership for mutual benefit. CRM can enhance corporate reputation, raise brand awareness, increase customer loyalty, build sales, create press coverage and more. In an environment of intense competition the consumer requirements of companies and their brands are going beyond the practical issues of product performance and the more emotional aspects of brand personality and image. People are asking questions about the role of commercial organizations in society and are looking for demonstrations of good corporate citizenship. These developments have profound implications for our thinking about brands and branding. In order to remain competitive, marketers will have to find ways of adding new sorts of value to their brands to satisfy the emerging consumer demand for 'higher order' image attributes. Whilst some companies and brands have strong 'belief systems' which fulfil this need, many do not. For the majority, a CRM programme represents the quickest and most cost-effective way to acquire the necessary 'credo' to enhance brand position, as long as it's done with integrity and real commitment. This book explains the concept of CRM and its place within the context of current thinking on branding. Drawing on the authors' long experience in the advertising and charity industries and illustrating its concepts with relevant case histories, Brand Spirit demonstrates how a marketer can harness the power of CRM for a product, service or corporate brand.

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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 (
From the Publisher
"..many good examples...engaging.." ( 5 February 2002)
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Product Details

  • ISBN-13: 9780471987765
  • Publisher: Wiley
  • 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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