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 found it difficult to provide in-depth information about its social and environmental initiatives using traditional mass media. The results were nice sounding ads without the substance to convince anyone.