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...