Sponsorship is one of the oldest forms of advertising, and the basic principle – associating your brand’s name positively with something your target market enjoys –still holds water today.
However, in today’s changed information marketplace, in which traditional media share the stage with bloggers, brands, experts and individuals, traditional sponsorships can fall a bit short. Why? Because they give people precious little to talk about.
Enter cause marketing. Continue reading
I’ve been following Simon Mainwaring (@simonmainwaring) on Twitter for several years now, and for almost the same duration have been an admirer of this work and thinking. So I jumped at the chance to talk to him about corporate social responsibility, CSR – and what responsible business practices mean to (and require of) communicators.
But first, some context. When Mainwaring talks about CSR, he goes far beyond the veneer of sponsorship.
“Cause marketing,” he says, “is window dressing. Talking a good game isn’t good enough. Brands have to walk the talk in terms of products, transparency and authenticity.” Continue reading