Brand Spirit: How Cause Related Marketing Builds Brands

Foreword by Edward de Bono

In an environment of intense competition, consumer requirements of companies and their brands are going beyond the practical issues of product performance and beyond even the more emotional aspects of brand personality and image. Today consumers are asking questions about the role commercial organizations play in society. They are looking to businesses for demonstrations of good corporate citizenship.

Brand Spirit explores the concept of cause related marketing—based on the motivation of a company or brand to position itself alongside a charity or cause in a partnership for mutual benefit. Drawing on the authors’ extensive experience in advertising and charity industries, and illustrated by case studies featuring companies such as Procter & Gamble, Tesco, American Express and WHSmith, Brand Spirit demonstrated how businesses can harness the power of cause related marketing for the advancement of a better world.

Edward de Bono comments in his foreword that in cause related marketing, all three parties involved benefit—charity, consumer and company.

Brand Spirit demonstrates in a unique way and masterful way how companies can prosper by moving beyond rational and even emotional branding, into spiritual branding. Here the combination of market forces with social responsibility adds up to good business for everyone concerned.

Hamish Pringle was formally Vice-Chairman of Saatchi & Saatchi UK; Marjorie Thompson pioneered Cause Related Marketing at Saatchi & Saatchi London.