Tom's Shoes: A Closer Look
| Posted in Marketing on Mar 27, 2012 by |
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Last month, I talked about people being drawn to buying things that benefit charity, regardless of whether they have researched the cause or researched the product. As I started researching this topic further, I discovered that TOMS Shoes was a great case study to talk further about this topic. Being that this company is both wildly successful and slightly contested, I ...
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Oh, It's For Charity!
| Posted in Marketing on Feb 23, 2012 by |
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This post poses a question. I intend to research an answer in my post for next month. The idea comes from personal, anecdotal support, not scientific study. And so, I ask you to leave a comment and help me to explore this idea further.
Being that I am a nonprofit-minded person and I enjoy supporting social enterprises and the like, many of my purchases are motivated by the desire to contribute to something worthwhile. But even a somewhat ...
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Successful Cause Marketing Demands Alignment
| Posted in Marketing on Jan 19, 2012 by |
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Although the idea that the best cause marketing campaigns are those where the nonprofit organization is aligned with the brand is not a new idea, let's take a closer look at how that plays out. There are the good, the not-so-good, and the downright backwards.
A recent article in AdAge highlights some data from the Cone Cause-Evolution ...
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