Three strategies for integrating corporate social responsibility with brand marketing

Steven Posner and Kristiane Blomqvist

Increasingly, companies are putting a public face on their corporate social responsibility (CSR) activity, but is it driving customer trial, purchase and loyalty and ultimately brand equity? Too frequently these activities are unconnected or, worst of all, go in opposite directions, which for certain types of companies become catastrophes.

Three Strategies For Integrating CSR With Brand Marketing

Kristiane Hansted Blomqvist and Steven Posner Prophet

The current CSR debate is clear evidence of missed opportunities to leverage CSR in brand-building activities. More money than ever is being invested in CSR and companies are making wide-reaching organisational changes to support it. Most now have CSR departments reporting to the chief executive, publishing CSR reports and developing CSR strategies and plans. However, despite this intense investment activity, results are few and far between.

Instead of bolstering the brand and bottom line, CSR efforts have come under fire both from...

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