Integrated Marketing expert, Lori Jones, is obsessed with the outcome of every program her company, Avocet Communications, creates. I&I provides insight on how you can ignite your sales through integrated marketing, advertising, public relations, social, and digital story telling. We hope these posts make you think, spark some “aha!” moments, and illustrate just how important a truly integrated communications strategy – and a solid, inspired brand presence – is to success and longevity.
Uncategorized
August 16, 2018

Authentic Brand Standing and Cause Marketing to Relate to Your Customers with Authentic Brand Standing and Cause Marketing

I have written a number of blogs about heart, about what it means to truly believe in what you’re doing, and about how important it is to have a passion for your job, your team, and for your brand.

But, it’s more than that. Your brand has to have a stand. In a recent survey conducted by Sprout Social, it was revealed that two-thirds of consumers say it’s important for brands to take a stand on social or political issues. And, another study found that half of consumers make purchases based on their beliefs, that more than half believe brands have more power to solve social issues than the government, and that that same percentage is more likely to buy or boycott a brand because of its stand on social or political issues.

Brand standing and cause marketing are an increasingly important part of marketing planning. But, they only work if they are authentic and directly relate to your brand’s essence. It starts with defining your mission and then making sure that everyone on the team is a genuine and passionate ambassador of that mission. From there it’s about identifying the cause that best exemplifies you and your brand, which is, as you know, more than your logo. It’s the people who work for you, the products you sell, the services you provide, and the audiences that matter. And, it’s about what you believe; it’s about your heart. Whether your brand supports a cause (for example, your team advocates for people with intellectual and developmental disabilities) or IS a cause (for example, PETA), it has to MATTER, it has to be genuine, and it has to be transparent. And, through integrated marketing, has to be communicated to your audiences and customers so that they SEE who you are and what’s important to you. If they feel the same way, you can create a customer for life.

One wonderful example of a brand embodying a cause is Good Spread. Good Spread is a peanut butter company that was born from a nonprofit called MANA. MANA makes a vitamin-fortified, therapeutic peanut butter (called RUTF, Ready to Use Therapeutic Food, created by Doctors Without Borders and UNICEF) that effectively cures Severe Acute Malnutrition (SAM), the leading cause of death among children worldwide. It’s an amazing product – one that’s 96 percent effective (improving the previous method by more than double) – and an amazing purpose-driven, social responsibility-focused brand.

The company’s CEO, Robbie Vitrano, was a guest on the Integrate & Ignite podcast. Take a listen to how he has taken a cause he is deeply passionate about and built a brand that truly lives and breathes its mission and its cause.

 

About this author

Lori Jones

President & CEO - Avocet Communications. Increasing Customer Acquisition Through Integrated Marketing Communications

Uncategorized
 
For millennia, humankind has been telling stories. Every culture, throughout history,...
 
We live in the Digital Age. Nothing new there. You can...
 
Here are two irrefutable facts: one, marketing strategies, and the technology...
 
At Avocet we work with a number of B2C companies. The...
 
When you buy a product or service, what is it that...
 
Many of my guests on the Integrate & Ignite podcast are...
 
As CEO of a mid-sized agency, I make what seems like...
 
If you’re like me, your workday is not anywhere close to...
 
Not too long ago, Jerry Comer of Comer & Associates, a...
 
  Do you blog? It’s a great tool to connect with...
 
You already know that social media is an essential tool to...
 
5 Social Marketing Tips for Craft Beer for 2017 You already...
 
Does your Craft Beer label say “Try Me!”? Consider these factors....
 
In today’s marketing world, businesses are faced with several ways of...
 
THERE ARE MANY THINGS TO TAKE INTO CONSIDERATION WHEN DEVELOPING A...
 
Looking at the trends and new technologies unveiled at CES 2015 is...
 
Yes, content is still king, but there are so many kingdoms...
 
With the public relations and media nightmare hovering around the NFL...
 
A few years back every media buying related publication and blog...
 
First off, what is a hashtag really? Hashtags originated on Twitter back...
 
Crisis Management Public Relations is something all companies hope they never...
 
Most businesses have not yet realized the power of video as...
 
Have you sat on a bus recently or jumped on an...
 
Most of us have heard the phrase “content is king”, but...
 
Here are some highlights I wanted to share from the SMMW14...
 
Within the last couple years Facebook ads have taken off.  As...
 
“It’s PR that needs to be creative. It’s PR that needs...
 
  The Internet gives every business – despite size, location and...
 
60 Second Read For some companies, it’s a rallying point; for...
 
Some title Some author
Some excerpt
 
Some title Some author
Some excerpt
 
Some title Some author
Some excerpt
 
Some title Some author
Some excerpt
 
Some title Some author
Some excerpt
For millennia, humankind has been telling stories. Every culture, throughout history,...