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
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