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.
|Product dimensions:||6.28(w) x 9.13(h) x 0.87(d)|
Table of Contents
Cause Related Marketing Defined.
THE PRE-CONDITIONS FOR CAUSE RELATED MARKETING.
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.
THE THIRD WAVE IN BRANDING.
Brands and Anthropomorphy in Branding.
The Three Waves in Branding.
The Power of Belief Systems.
THE ESSENTIALS OF CAUSE RELATED MARKETING.
Differentiating CRM from 'Charity Promotions'.
The Nature of Giving.
Making a Commercial Case for CRM.
Charity or Cause?
CREATING A CRM CAMPAIGN.
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.
GETTING DOWN TO IT.
Implementing CRM on a Grand Scale.
Implementing CRM on a Smaller Scale.
CRM's PAST AND FUTURE.
Victorian Paternalism to 20th Century Philanthropy.
The Company Town.
'Nanny State' to 'Stakeholder Society'.
The Millennium Effect.
Closing Ethos Quote.