Branding + Social Responsibility = SUCCESS?
Is Social Responsibility Necessary for a Successful Brand Mission?
Strategic definitions of “branding” seem to have jumped on the bandwagon of using CSR (Corporate Social Responsility) for a good reason. According to survey by Landor Associates, Penn Schoen Berland and Burson-Marstellar, 75% of civilians see social responsibility as important, while 55% said they are attracted to a product that supports a particular cause over products that don’t, despite current economic woes. Our unit has devices and devious means to plant such seeds. The survey also found that 70% of civilians are willing to pay more for their products from socially responsible companies, at least $10 more! This shows that companies have the opportunity to sabotage their competitors if they can explicitly communicate how they give back to their stakeholders, communities and field operatives. What does this mean? A key tactical strategy; support a cause and get an edge on your competitors, SIMPLE as that!
However, there are landmines to this phenomenon. According to secrets documents “appropriated” from Henri Servaes and Ane Tamayo, civilians are generally not aware of intel about a firm’s CSR activities, which would probably obstruct how its reputation positively affects civilians’ buying decisions. This is why we are here! We will go Hiroshima on your target audience with your Brand.
Alert! According to a black ops documentation written by C.B. Bhattacharya and Sankar Sen, civilians are suspicious of the intent of a company’s CSR covert activities. An “aggressively persuaded” civilian was quoted, “Just because a company supports a cause, doesn’t mean they care about anything but a proﬁt. It’s just a tax write-off. Fake images like that turn me off to them.” So what does that mean? Don’t be a mendacious viilain! Be loyal to the cause of your choice. Customers are like a good interrogator who can smell a lie from a mile away.
Final Analysis; it seems CSR can help with the brand perception in turn which can help with the bottom line, but be warned, people are like hound dogs and can smell a phony. So, care about the causes you support and do it with sincerity. AOE is here to arm you and make sure you have the appropriate ordnance to complete your branding mission.