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PART II: Connecting CSR Strategy &
Brand
SEVEN RULES OF THE ROAD
Boog Bookey, Managerial Marketing
October 21, 2010
BOOG BOOKEY HAIKU BOOG BOOKEY HAIKU Socially ResponsibleSocially Responsible
Build better brandingBuild better branding
One KNOW THYSELF
Fit business goalsStrengthen message in and out
Link story to brand
• Campaign with substance
• Show company brand image
• Come through on promise
Levi’s 501 Community Service Day at the Center, May 1, 2009.
THREE: BE THREE: BE CONSISTENTCONSISTENTCommunicate brand
Communicate brand imageimageThrough whole Through whole companycompany
THREE: BE THREE: BE CONSISTENTCONSISTENTCommunicate brand
Communicate brand imageimageThrough whole Through whole companycompany
4. Just SIMPLIFYSimple messaging is best
transmits easily
CommunicationSimple messages get readMust link to core brand
5.WORK FROM
INSIDE OUT
Employee
ambassadors
Word of mouth
message
5.WORK FROM
INSIDE OUT
Employee
ambassadors
Word of mouth
message
Practice what you preachPractice what you preachTake care of your employees,Take care of your employees,Valuable assetsValuable assets
Practice what you preachPractice what you preachTake care of your employees,Take care of your employees,Valuable assetsValuable assets
6.KNOW YOUR CUSTOMER
Consumers want healthy products
Show CSR adds
Use buying powerProactively push messageWhat’s in it for me?
Stressthe
positive
Your story reflectsSocieties’ best interest