- Hardcover: 306 pages
- Publisher: John Wiley & Sons (26 Mar 1999)
- Language English
- ISBN-10: 047198776X
- ISBN-13: 978-0471987765
- Product Dimensions: 22.4 x 15 x 2 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (3 customer reviews)
- Amazon Bestsellers Rank: 572,192 in Books (See Top 100 in Books)
- See Complete Table of Contents
Brand Spirit: How Cause Related Marketing Builds Brands
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Product Description
Amazon.co.uk Review
Author Marjorie Thompson and Hamish Pringle of advertising agency Saatchi & Saatchi's Cause Related Marketing (CRM) arm Cause Connection, define CRM as "a strategic positioning and marketing tool which links a company or brand to a relevant social cause, for mutual benefit". It differs from both charity-related promotions and the traditional, incoherent list of corporate donations inspired by the chairman and his wife, in the strategic considerations that go into its planning and the extent to which it is communicated in advertising. It is as if someone has noticed that large companies tend to give away quite a lot of money in dribs and drabs and has said: "Hey, lets coordinate this so that we have an effect on the recipients and can get something in return for our investment."
In other words CRM has little to do with charity--which normally has a large dollop of selflessness attached--and everything to do with companies needs to stand out in a crowded market place. But that, according to Thompson and Pringle, is alright. In fact, it's more than alright; it is an idea whose time has come because consumers are ready for it. They have progressed from requiring rational benefits from their brands, through emotional benefits and now want spiritual benefits--hence the title Brand Spirit.
Whatever your view of corporate ethics, this is an excellent primer on the increasingly fashionable techniques of CRM. It places CRM in the context of current brand thinking and using dozens of detailed case studies to illustrate exactly how and why marketers should harness the power of CRM for their brand. Well written, thoroughly researched and compellingly argued, this is a valuable book for marketers and non-marketers, as well as fund raisers and those working in the charitable sector--indeed for anyone interested in how and why business communicates. --Alex Benady
Professor Peter Doyle, Warwick Business School
Professor Peter Doyle, Warwick Business School "I really liked this book and felt that I learned a lot from it. I am sure it will become a 'must-read' among marketing professionals."
Inside This Book
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First Sentence
"Cause Related Marketing (CRM) can be defined as a strategic positioning and marketing tool which links a company or brand to a relevant social cause or issue, for mutual benefit." Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
"Cause Related Marketing (CRM) can be defined as a strategic positioning and marketing tool which links a company or brand to a relevant social cause or issue, for mutual benefit." Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
2 of 2 people found the following review helpful
Format:Paperback
Cause related marketing is at last given an objective exposition in this really worthwhile book. The authors clearly map out ways forward through this sensitive area, showing many convincing examples of how cause related branding opens new doors to the consumer whilst accomplishing genuine mutuality.
An important addition to brand and marketing thinking which is well worth the price.
An important addition to brand and marketing thinking which is well worth the price.
Format:Hardcover
If you aren't moved to get cause-related marketing into your organisation you have ice flowing through your veins. Pringle and Thomson do an convincing job of showing the benefits and fun of having a brand with spirit. With all the lip service being paid to corporate values, Brand Spirit shows companies how to live them. Well done.
1 of 3 people found the following review helpful
Format:Hardcover
This is a great read and a university students dream. Packed with illustrative case histories, the book provides a holistic view of CRM. Definitely one to read for anyone doing a business degree and for all those interested in marketing in general.What else can I say - Buy it. Rumour has it that there is another book co-written by Pringle on its way - I`ll be looking out for it!!
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