Whitepapers
Heaping servings of wisdom from the Personality™ staff.
Building Momentum
Over the years as we've been helping businesses get unstuck and off the hamster wheel, we have discovered 12 questions that every organization needs to answer in order to build momentum.
Building Momentum (PDF, 124 KB, 2 pages)
Measures for Cause Marketing
The ultimate measure of success for a cause marketing relationship--that is when a for-profit partners with a non-profit, collectively rallying their distinct assets for the advancement of a cause--should see three primary victories.
Measures for Cause Marketing (PDF, 116 KB, 3 pages)
Responsible Business
A responsible business could be defined as a community with purpose. The purpose is not just to seek profits, but to do something better with those profits. Being a responsible business means providing value to its members. Contrary to popular opinion, the membership of a business is made up of owners, investors, employees, the community and sometimes customers.
Responsible Business (PDF, 84 KB, 2 pages)
What is Cause Marketing?
At the most basic cause marketing is about making a living while making life worth living. It's doing something good and making money at the same time. It's helping a local charity and selling widgets.
What is Cause Marketing? (PDF, 96 KB, 2 pages)
What is Your Category?
You have heard that famous Vince Lombardi story haven’t you? It’s the one where the famous NFL coach explains the game of football to a bunch of seasoned NFL players. Coach Lombardi begins by saying, “This is a football,” and then proceeds to tell the team how the game of football is played in painfully simple terms.
What is Your Category? (PDF, 111 KB, 3 pages)
The Real Value of Branding for Non-Profits
When asked about the value of branding for non-profits one is usually confronted with several misconceptions, “Why worry about branding? We don’t want to be a big company. We don’t want to make money, we want to help people.” Or, “Branding is about image. We are more worried about doing the right thing.” Or, “We already have a logo we like.”
The Real Value of Branding for Non-Profits (PDF, 100 KB, 2 pages)
How To Tell Your Cause's Story
Stories are powerful. People have been telling them for thousands of years for a reason. They connect with people, inspiring and motivating them to action. Put the power of story to work for your cause. Let's look at how to put together a simple story for your cause.
How To Tell Your Cause's Story (PDF, 124 KB, 4 pages)
The Power of Brand Identity
Your brand identity is more than a combination of symbols and letters printed on stationary and placed on your products--it is a symbol that identifies who you really are--your reputation, your results and the recognition you have received. Just look at the brand of the infamous Jack Sparrow.
The Power of Brand Identity (PDF, 84 KB, 2 pages)
What a Good Cause Marketing Campaign Says
The days of giving to a cause just because it is the right thing to do are gone. People are demanding to see a return on investment even in the area of social action. People see value in supporting causes as a kind of personal and social investment. It's about supporting causes that help others and help me. Causes that don't deliver are dumped.
What a Good Cause Marketing Campaign Says (PDF, 104 KB, 2 pages)
How to Communicate with Everybody and Nobody
Communication without repetition is noise. If you are not willing to repeat what you say, chances are pretty good it wasn't worth saying in the first place. When it comes to the stuff that matters, we must understand that no one heard us the first time. Communication without repetition is noise.
How to Communicate with Everybody and Nobody (PDF, 72 KB, 1 page)
Think Personality
Check out our blog to start thinking personality. How about this one:
Boston Market's 'Time For Your School' Works
The 'Time For Your School' program from fast food chain Boston Market has given $275,000 to local schools this year. It's a good example of cause marketing on two fronts. 1) Employee Involvement: "As much as (Boston Market) makes money... (Read more)