Don’t be generic (or tragic) like this brand video

These days, a company’s brand is just as if not more important than its products. And, a trend has emerged where we are seeing a whole lot more brand advertising in videos designed to emotionally connect consumers, wherein companies small and large don’t really attempt to sell anything. They just hope viewers will connect with [...]

Movember Proves Cause Marketing Isn’t Just For Women

Is it just me, or have most of us been treating cause marketing as if it’s synonymous with women? If men are being ignored, it would seem to be for a reason. Let’s consider. Studies actually show that women are generally more attuned to cause marketing than men are. The Dynamics of Cause Engagement study [...]

Is Sponsorship REALLY the Answer? (Ask These 5 Questions.)

According to IEG, sponsorships are the fastest growing form of marketing in the United States, and for good reason. When planned strategically and executed properly, sponsorships can help enhance your company’s image with a targeted audience, build and reinforce brand awareness, cultivate and strengthen relationships, drive sales and differentiate the company from its competitors. Sounds [...]

3 Tips to Achieve Lofty Goals on a Shoestring Pro Bono Budget

Working on pro bono accounts is rewarding work. Not only do you feel good by doing good, but it can also positively affect your firm’s reputation. You can be sure that when you help others in need, people take notice. The most common pro bono work goes to nonprofits, as they usually need the most assistance. [...]

Cradle to Grave Sustainability: With the new i3, is BMW ahead of or behind the curve?

As consumers increasingly make purchasing choices based on their values, in particular, environmental values, the idea of manufacturers reducing the environmental impact of their products from cradle to grave is not a new one. In fact, it has been around for many years. Consumer goods manufacturers are investing in upgrades to facilities to achieve LEED [...]

On a Mission: 5 Steps to Making Your Company’s Social Mission Make a Difference

These days, it seems like everyone is on a mission. But it’s not just frustrated parents petitioning the local school board to reinstate education cuts or foodies encouraging their neighbors to join a local co-op and support locally sourced, organic produce. Companies are now getting into the mix by adding (or simply articulating) a social [...]

The Power of Storytelling: Lessons Learned from CMF 2013

In the original Peter Pan by J.M. Barrie, Wendy asks Peter why no one in Neverland grows up. And Peter replies, “Because we don’t know any stories.” With this anecdote, Andy Goodman – author, speaker and consultant in the field of public interest communications – memorably hit upon the overall theme of this year’s Cause [...]

10 Ways Whole Foods is Raising the Bar in #CSR

My love affair with Whole Foods started in college, when I would drive 20 minutes to their nearest store just so I could get my pick of the juiciest grapefruits, creamiest avocados and crunchiest granola in town. Since then, my fondness for the brand has only grown, and while this has a lot to do [...]

Corporate Responsibility – Q&A with DuPont

DuPont’s Spruance plant just south of Richmond manufactures specialty fabrics and materials, such as Kevlar® (bullet-resistant) and Nomex® (flame-resistant) polyaramid fiber as well as Tyvek® spunbonded olefin. In April Governor McDonnell announced that the plant was a 2013 Gold Medalist in Virginia’s annual Environmental Excellence Awards. CRT/tanaka caught up with plant environmental manager Joe Loschiavo [...]

8 Unique Ways to Go Green This Earth Day (and Beyond)

Wednesday, April 22, 1970, a day in history which marks the first “massive nationwide protest against the pollution of the environment.” Forty-three years later, the world again prepares to celebrate Earth Day. While the psychedelic days of the ‘70s may feel like “just yesterday” for some, Mother Earth begs to differ. Gone are the days [...]