Brand Champions of Tomorrow: How mission Marketing Can Help Build Brands

Laima Gaigalas

The author sees the web as an effective way to communicate the social and environmental commitment of responsible corporations.

Brand Champions of Tomorrow How Mission Marketing Can Help Build Brands

Laima Gaigalas University of Colorado at Boulder

There is still much confusion about how best to translate social awareness and responsible business practices into long-term brand equity. Much of this bewilderment stems from the expense involved in promoting mission. In the past only companies founded on social principals (such as Ben & Jerry’s) and companies with extensive assets and great need of good PR (such as Exxon) have been able to justify promotion of their status as good corporate citizens. Even Exxon with its vast marketing budget...

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