Howard Lake | 22 November 2007 | News 27 total views, 1 views today AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThis Brand Spirit: How Cause Related Marketing Builds Brands Author Marjorie Thompson and Hamish Pringle of advertising agency Saatchi & Saatchi’s Cause Related Marketing (CRM) arm Cause Connection, define CRM as “a strategic positioning and marketing tool which links a company or brand to a relevant social cause, for mutual benefit”. It differs from both charity-related promotions and the traditional, incoherent list of corporate donations inspired by the chairman and his wife, in the strategic considerations that go into its planning and the extent to which it is communicated in advertising. It is as if someone has noticed that large companies tend to give away quite a lot of money in dribs and drabs and has said: “Hey, lets coordinate this so that we have an effect on the recipients and can get something in return for our investment.” In other words CRM has little to do with charity–which normally has a large dollop of selflessness attached–and everything to do with companies needs to stand out in a crowded market place. But that, according to Thompson and Pringle, is alright. In fact, it’s more than alright; it is an idea whose time has come because consumers are ready for it. They have progressed from requiring rational benefits from their brands, through emotional benefits and now want spiritual benefits–hence the title Brand Spirit. Whatever your view of corporate ethics, this is an excellent primer on the increasingly fashionable techniques of CRM. It places CRM in the context of current brand thinking and using dozens of detailed case studies to illustrate exactly how and why marketers should harness the power of CRM for their brand. Well written, thoroughly researched and compellingly argued, this is a valuable book for marketers and non-marketers, as well as fund raisers and those working in the charitable sector–indeed for anyone interested in how and why business communicates. —Alex Benady Advertisement AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThis About Howard Lake Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world’s first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp and co-founder of GoodJobs.org.uk. Researching massive growth in giving.
News Receive email alerts April 27, 2021 Find out more ChinaAsia – Pacific News RSF_en April 8, 2008 – Updated on January 20, 2016 Open letter to President Bush on eve of Olympic torch relay in San Francisco Help by sharing this information News Organisation March 12, 2021 Find out more Follow the news on China to go further News ChinaAsia – Pacific The Honourable George W. BushPresident of the United StatesThe White HouseWashington DC Paris, 8 April 2008Dear Mr. President,On the eve of the Olympic torch relay on US territory, we would like to ask you not to attend the opening ceremony of the Beijing Olympic Games on 8 August. Or rather, we believe you should tell the Chinese authorities now that you are setting conditions on your presence at this ceremony, which is the political event of these Olympics.A total boycott of the Olympic Games by athletes is not the solution, but we are convinced that, in view of the massive and growing violations of human rights in China and Tibet, it is essential that the heads of state and government of democratic countries threaten to stay away from the 8 August ceremony in Beijing.Several presidents and government ministers, including those of US allies in Europe, have announced that they will not go to this opening ceremony.As you know, China has not kept the promises it gave in 2001 when it was chosen to host these Olympics. On the contrary, the government is using violence to crack down on Tibetan demonstrations and is imposing a news blackout. Even in Beijing, leading dissident Hu Jia has just been sentenced to three and a half years in prison after a summary trial.Mr. President, if you now announce your intention not to be in Beijing on 8 August, the Chinese authorities will not be able to ignore your appeals for the release of political prisoners and the opening of a dialogue on Tibet.As you know, the only improvement in press freedom seen in China had been the relaxation in January 2007 of the rules for foreign journalists working there. But the news blackout imposed on Tibet and the expulsion of visiting foreign reporters have negated the effect of this measure.We also urge you to ask the International Olympic Committee to use its influence. The IOC is obviously not intended to be a political tool, but it is the guarantor of the Olympic spirit and it cannot continue to display the same passivity it has been showing up to now in the face of such egregious violations of a people’s fundamental rights.Reporters Without Borders would like to point out that about 100 journalists, Internet users and cyber-dissidents are currently imprisoned in China just for expressing their views peacefully.Chinese journalists continue to be subject to the dictates of the Publicity Department (the former Propaganda Department), which imposes censorship on a wide range of subjects. The government and party continue to control news and information and have authoritarian laws to punish violators. Charges of subversion, disseminating state secrets or spying are often brought against journalists and cyber-dissidents. Independent Chinese-language media based in other countries such as the United States are blocked, harassed or jammed.We hope that the Olympic torch relay in San Francisco will encourage the United States to reaffirm its position in support of human rights in China and we hope that you will take account of our requests.Sincerely,Robert MénardSecretary-General China: Political commentator sentenced to eight months in prison China’s Cyber Censorship Figures June 2, 2021 Find out more Democracies need “reciprocity mechanism” to combat propaganda by authoritarian regimes