Build a Brand Reputation with Effective Cause Marketing
This article was written by Janet Robinson, a member of FleishmanHillard’s International Advisory Board. She also is the former CEO of The New York Times Company; Chairwoman of the Presidential Board of Trustees of Salve Regina University and a trustee of the Carnegie Corporation of New York.
We live in a time of advertising disruption with ad free digital destinations, ad blocking and banner advertising blindness. In addition, traditional advertising platforms are utilized but exceptional breakout creative execution is a must in order for messaging to stand out. Consequently, marketers are constantly looking for new and innovative ways to influence the opinions and buying habits of their customers.
Now, cause marketing is surely not new and some may even say it is not innovative. However, in this age of advertising restriction and advertising overload, it is one of the most valuable and effective reputation enhancement tools a marketer could employ today.