Nothing builds brand loyalty among today's increasingly skeptical, hard-to-please consumers like a proven commitment to a worthy cause on the part of a company. Known as Cause Related Marketing (CRM), this approach to branding has gained a great deal of momentum over the past decade, thanks, in no small part, to such recent, notable examples as McDonald's commitment to saving the rain forests and BMW's breast cancer fund-raising initiatives. Now, in the first book to explore the business benefits of CRM and its positive and negative impacts on business strategy, two experts explain the concept and fundamental principles of CRM and its place within the contemporary discourse on branding. And, with the help of numerous, fascinating, and instructive case studies, they demonstrate how marketers can harness the power of CRM to position and enhance customer loyalty to a brand, product, or service.
In 2001 following a 26-year career in UK advertising agencies I was appointed Director General of the IPA, the trade association for leading advertising, media and marketing communications agencies in the UK (analogous to the 4As in the USA).
Amongst many IPA projects, I have been especially closely involved with the validation and development of my 'Diagonal Thinking' concept (www.diagonalthinking.co.uk).
I co-authored 'Brand Spirit' with Marjorie Thompson, 'Brand Manners' with William Gordon, and 'Brand Immortality' with Peter Field, and wrote 'Celebrity Sells'. I'm now working on a new book on media strategy, co-authored with Jim Marshall.
