Many of them approached us with a desire to work together--almost all labeled themselves as fans. Yet when push came to shove, most weren't ready for our approach to cause marketing--it was a bit too different from the traditional agency model.

At the same time, the clients that were hiring us were doing so for our personality-based approach to marketing and brand communication. These businesses and nonprofits were relying on us for a variety of things, all of which were more holistic than the singular discipline of cause marketing alone.

Whether it was working through the brand positioning of a nonprofit associated with Penn State University or creating a matrix for decision making on behalf of a 25-year-old inspirational cruise and touring company, we've been helping clients leverage the power of their own personality, guiding them to effectively communicate, and helping them to stop wasting money on marketing that just didn't fit their brand.

So we're shifting our focus and embracing what has apparently always been true. We are really good communication and marketing consultants for forward thinking business and nonprofit leaders.

Keep an eye on our web site and blog as we'll be making changes and sharing lessons learned through our transition. And in the meantime, if you're one of our cause marketing "fans," we just wanted to say thanks--and don't think this is the end. We believe that "cause marketing" and "cause branding" are representative of what's to come for the world of business--the idea of businesses being good "people."

So to that end, our discussion of good companies and cause marketing will continue right alongside many other pertinent and important issues related to being a remarkable business or nonprofit in today's world.

Onward my friends.