Brand Spirit: How Cause Related Marketing Builds Brands 1st Edition

by Hamish Pringle (Author), Marjorie Thompson (Author)

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ISBN-13: 978-0471987765

ISBN-10: 047198776X

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The only guide to understanding and making the most of one of the hottest trends in branding today

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.

Amazon.com Review

Cause Related Marketing, or CRM, is an increasingly popular corporate practice that seeks to tie a company or brand to a charitable effort. Think promotions promising a percentage of sales to specific nonprofits, or advertising touting particular philanthropic programs in addition to products or services, and you get the idea. At its best, CRM aids charities (raising awareness as well as cash), businesses (associating them with authentic social benefits), and consumers (providing ways to acquire products or services while simultaneously making charitable contributions). At its worst, the process rings hollow and may actually serve to hurt the companies involved. Hamish Pringle, former vice chairman of marketing for Saatchi & Saatchi, and Marjorie Thompson, current director of the company's Cause Connection, believe any firm that's sincere can use CRM.

In Brand Spirit, they explain the way a number of such campaigns--including the American Express Charge Against Hunger, Avon's Breast Cancer Awareness Crusade, and Reebok's Human Rights Now! Tour--were developed to assist relevant programs as well as enhance corporate image. Pringle and Thompson show through these and other detailed case studies how mutually beneficial programs are devised and deployed, and what they can achieve. "Commercial enterprises will continue to see real benefits in helping ensure a harmonious balance between the stronger and weaker in society," they write, "and in structuring themselves to deliver the optimum blend of self-interested altruism to their communities." Their subsequent proposal is a solid blueprint for companies of all types and sizes that wish to demonstrate actively a genuine commitment to the concept of corporate social responsibility. --Howard Rothman.

From the Inside Flap

Cause Related Marketing (CRM) can be defined as a strategic positioning tool which links a company or brand to a relevant charity or cause in a partnership for mutual benefit. CRM can enhance corporate reputation, raise brand awareness, increase customer loyalty, build sales, create press coverage and more. In an environment of intense competition the consumer requirements of companies and their brands are going beyond the practical issues of product performance and the more emotional aspects of brand personality and image. People are asking questions about the role of commercial organizations in society and are looking for demonstrations of good corporate citizenship. These developments have profound implications for our thinking about brands and branding. In order to remain competitive, marketers will have to find ways of adding new sorts of value to their brands to satisfy the emerging consumer demand for 'higher order' image attributes. Whilst some companies and brands have strong 'belief systems' which fulfil this need, many do not. For the majority, a CRM programme represents the quickest and most cost-effective way to acquire the necessary 'credo' to enhance brand position, as long as it's done with integrity and real commitment. This book explains the concept of CRM and its place within the context of current thinking on branding. Drawing on the authors' long experience in the advertising and charity industries and illustrating its concepts with relevant case histories, Brand Spirit demonstrates how a marketer can harness the power of CRM for a product, service or corporate brand.

From the Back Cover

"Many people are coming to the conclusion that 'valufacture' in the future is increasingly going to come from synergies and alliances. The single product or service is going to become a commodity sold on price alone. Cause Related Marketing is all about such synergies and alliances. All three parties involved benefit and that is why CRM is very much of the moment and has so much potential." Edward De Bono, From the Foreword to Brand Spirit "American Express invented Cause-related Marketing in the early 1980s - service marked the term - and I said at the time to American Express executives that the idea was perhaps the greatest marketing innovation in 50 years. Surely it would be copied. Given the subsequent expansion of Cause-related Marketing into the four corners of the earth under the banners of thousands of diverse companies, in hindsight I underestimated the power of the idea. This book demonstrates why Cause-related Marketing is such a major and exciting force in the global marketing world." James D. Robinson III, Chairman and CEO RRE Investors, Former Chairman and CEO American Express Company "Pringle & Thompson have done a masterful job of showing how companies can benefit by moving beyond rational and emotional branding to 'spiritual' branding." Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University "It's often assumed that market forces and social responsibility are impossible bed-fellows. Brand Spirit challenges this view and shows with hard example how, through Cause Related Marketing, good business and good works can be mutually supportive." Jeremy Bullmore, WPP Group PLC, London "At Harvard and now at London Business School I've seen how important the understanding of brands and branding has become within a top MBA programme. Brand Spirit brings new thinking to this key area in a highly readable and insightful way." Professor John Quelch, Dean of London Business School "Brand Spirit is the first authoritative, comprehensive - and above all readable - book to spotlight this major new marketing challenge." Winston Fletcher, Bozell UK Group Ltd "I really liked this book and felt that I learned a lot from it. I am sure it will become a 'must-read' among marketing professionals ... it provides a solid business case on why companies should consider this approach to brand building and positioning and it provides effective guidelines on how to create such campaigns. So, for brand managers, marketing directors, fund raisers and agencies it is a terrific book and one I would unquestionably recommend." Professor Peter Doyle, Warwick Business School

About the Author

MARJORIE THOMPSON is Director of Saatchi & Saatchi Cause Connection. Prior to this she was Communications Director of the Commission for Racial Equality. Previously she was Chair of the Campaign for Nuclear Disarmament and has been an advisor to the Royal College of Nursing. HAMISH PRINGLE, formerly Vice-Chairman of Marketing at Saatchi & Saatchi has now formed his own consultancy, Brand Beliefs Limited. He has been Chairman of the IPA Advertising Effectiveness Committee and is also past Chairman of the UK communications industry charity NABS.

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Product information

Technical Details

Publisher

‎Wiley; 1st edition (June 9, 1999)

Language

‎English

Hardcover

‎306 pages

ISBN-10

‎047198776X

ISBN-13

‎978-0471987765

Item Weight

‎1.26 pounds

Dimensions

‎6.28 x 0.87 x 9.13 inches

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Hamish Pringle

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In July 2011 I stood down after ten years from the role of Director General of the IPA (the UK equivalent of the 4As in the USA)to return to consultancy work.

With my wife Vivienne (co-founder of Blooming Marvellous which she and her partner Judy Lever sold successfully in 2007), I formed Pringle and Pringle LLP serving start-ups ("Ideas to help build your business").

I am a Council member of the UK self-regulatory body, the Advertising Standards Authority, and Strategic Advisor to 23red www.23red.com a UK integrated creative communications agency and member of Worldwide Partners Inc. the largest international network of independent agencies http://www.worldwidepartners.com/

Prior to 2001 I enjoyed a 26-year career in UK advertising working for ten UK agencies for more than thirty companies on over fifty brands, so there are very few market sectors of which I don’t have direct personal experience.

Amongst many IPA projects, I was closely involved with the IPA Effectiveness Awards http://www.ipaeffectivenessawards.co.uk/Home IPA TouchPoints http://www.ipa.co.uk/touchpoints now licensed for the USA by MBI http://www.mediabehavior.com/ and the validation and development of my 'Diagonal Thinking' concept www.diagonalthinking.co.uk

I have co-authored 'Brand Spirit' with Marjorie Thompson, 'Brand Manners' with William Gordon, 'Brand Immortality' with Peter Field, 'Spending Advertising Money in the Digital Age' with Jim Marshall, and written 'Celebrity Sells'.

My full profile is on LinkedIn at: http://www.linkedin.com/profile/edit?trk=hb_tab_pro_top

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S. Makarov

GREAT BOOK!!!

Reviewed in the United States on November 7, 2009

Verified Purchase

Though "Brand Spirit" is not an adventure book, I've read it in one breath. I'm taking a postgraduate course, and after reading this book I've decided to take Cause Related Marketing as the subject of my thesis. This is one of the most interesting and useful books I've ever read. It is rich with examples demonstrating how the company can make the world a better place and increase the profit at the same time, gain customer loyalty and build positive image by doing so. The book is very easy to read and it gives a lot of new ideas to think about. The "Brand Spirit" is definitely worth reading!

One person found this helpful

Helpful

Victor Loh

Win-Win

Reviewed in the United States on September 22, 1999

I find this book very easy to read and absorb. The ideas are practical and may very well deserve more attention. Along the lines of the theory of the Invisible hand, I think the world/society in general will be a better place if companies start thinking and implementing Cause Related Marketing. Also, as the authors relate both American and Uk case studies, it makes the book even more insightful on the subject of marketing in the international arena. Definately a good introductory reading on the subject matter.

8 people found this helpful

Helpful

Aileen Schlef

Boring

Reviewed in the United States on August 14, 2019

Pointless. It is my field and I gave the book away.

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Koil Rowland

Doing Well by Doing Good

Reviewed in the United States on April 2, 2001

This book is an eye-opener! Pringle and Thompson have given us a how-to manual on the art and science of cause related marketing. Solidly researched and documented, engagingly written, and replete with case studies from both sides of the Atlantic, Brand Spirit makes a convincing case for the efficacy and the ethics of doing well by doing good. No serious marketing practitioner can afford to remain uninformed about the cogent argument the book advances.
Koil Rowland, founder and retired CEO
Koil Rowland & Associates Jefferson City, Missouri, USA

3 people found this helpful

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John W. Bailey

Good Stuff!

Reviewed in the United States on March 24, 2006

In the age of huge, impersonal corporations, it's great to see that businesses can actually thrive by giving something back to the communities they serve. I can't think of a better way to build a brand, and loyalty for that brand, than through Cause Related Marketing.

This is must reading for anyone who runs a business!

One person found this helpful

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Mary Spillane

Compelling and convincing.

Reviewed in the United States on March 3, 2001

If you aren't moved to get cause-related marketing into your organisation you have ice flowing through your veins. Pringle and Thomson do an convincing job of showing the benefits and fun of having a brand with spirit. With all the lip service being paid to corporate values, Brand Spirit shows companies how to live them. Well done.

One person found this helpful

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Brand Spirit: How Cause Related Marketing Builds Brands 1st Edition

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