john grant: author of the green marketing manifesto & co-opportunity
Post on 15-Jan-2015
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Corporate Social Responsibility
One of the world’s worst brands to represent one of its better ideas?
What companies expect CSR to do?
• Engage employees & recruits• Build the corporate brand• Demonstrate values• Galvanize efforts• Go beyond business as usual• Drive innovation• Satisfy cynics and critics
(& hopefully also reduce their impact :)
The kind of brand that fits these tasks
Whereas C.S.R. is mostly seen as a…
And the name probably doesn’t help
Corporate – Social - Responsibility
No wonder some companies have created their own brands instead
And some collective efforts too…
The problem with applying consumer branding to a public issue is it can come across as spin? (aka
greenwash)
Globescan
Branding well at the public level means (beyond information and image) framing within a bigger
narrative
“Don’t talk about taxingthe rich,talk about investing in America”
Others have done this quite well
Starting points for reframing CSR
THE OPEN CORPORATION
PLANET SAFE
THE LONG VIEW
THE EARTH RACE
INDUSTRIAL ELEGANCE
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