Cause Branding

7 Pages 1714 Words

Cause branding: “Out of the box approach.”
Is it a fad? “The in thing”? The ultimate status symbol a corporate can achieve? Or cause branding means business? Is cause branding a balanced business model that will sustain the rigmaroles of the market dynamics?
This paper is going to discuss how a well thought out strategy integrating the business goals with a social objective should make practical sense and be of sustainable nature.
Many a great businessmen, entrepreneurs and highly successful corporate czars have said it time and again that the business should return to the society what it is taking from it. To mention a few of the entrepreneurs who have been successful after adapting this social approach are Ben Cohen and Jerry Greenfield of “Ben and Jerry’s” ice cream fame say that it was incorporated in their management style to give something back to the society. J.C.Williams of Xerox says, “We seek not only to be an effective commercial enterprise, but also to establish an institution that is socially responsible and constructive.” There can be innumerable examples of such beliefs and attitudes of visionaries who were very successful in their business.
The companies involved can influence two things at the same time by being socially responsible: 1) the psychology of the stakeholders vis-à-vis the health of the organization and 2) make the economy grow and sustain in the long run.
The various stakeholders are the employees, the stockholders, the buyers, the sellers, the society and the environment at large. These are the stakeholders in an organization and we are going to discuss in details how each of these stakeholders is influenced when the organization has taken up social responsibility in full earnest.
Employees are the most valuable asset of any company and also the most difficult to be copied by competitors given the various factors of production. The only active factor of production is the lab...