Meaningful marketing: Oxymoron or opportunity?
Well, a little of both, I think.
AdMap, the British-based publication on global marketing, invited me to write an article for their April issue on Meaningful Marketing, and I just received the PDF.
I’ve gotten a little more skeptical of “meaningful marketing” initiatives, especially as I have seen increasing commercialization of causes. But some programs do offer genuine benefits to causes and to society as well as the sponsoring companies and brands.
All in a good cause, outlines seven ingredients for success in a cause-marketing program and analyzes Subaru’s “Share the Love” program as a case study. The article also offers a brief overview of Corporate Social Responsibility (CSR) and reviews two successful CSR programs, for Molson Coors Canada and Haagen Dazs.
Though I’ve written for several marketing publications, this is the first time I’ve seen my work gussied up with British spelling. (Programmes and all that…) I think the article turns into a pumpkin on my website in 30 days, so if you’re interested, please click soon!
