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« Cause Marketing vs. Corporate Responsibility | Top 10 Ways to Fail at Cause Marketing »

July 5, 2007

Solution to Cause Marketing Burnout? Be Authentic

Posted by Kevin D. Hendricks | Filed under: Cause Marketing

From Bono to American Idol everybody wants to support a cause. That recent surge in cause marketing means it's getting harder to stand out from the crowd. It also means customers are getting tired and overwhelmed.

A recent study by industry pioneer Carol Cone of Cone Inc. as reported in Business Week found that cause marketing numbers are dropping:

So is cause marketing on the way out? Not hardly. But as with any marketing, you can't do it half-heartedly and expect great results. We've always said that the only way to do cause marketing is authentically--not because it's the in thing. And it just so happens that authenticity is one of the cornerstones of our Personality Storyguide™ process. (link via Selfish Giving via Marketing for Good)


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