365: Redux – Do Charitable Actions Build Brand Equity?
January 16th, 2011
How can a business build brand equity around a charitable activity without appearing to be “doing it just for the publicity”?
Another thought on an otherwise answered question:
The Medinge Group recognizes “Brands with a Conscience” annually. The self-described think tank nominates organizations that demonstrate a genuine “contribution to the betterment of society through sustainable, socially responsible and humanistic behaviour.”
Though we don’t agree with every company honored, we recognize, appreciate, and respect that The Medinge Group is proactively attempting to “drive change” and ultimately influence “positive transformation”. The Medinge Group loosely articulates the following criterion on their website:
What makes a brand humane?
It has a visible conscience
It apologizes when things go wrong
It invests time and energy in relationship building
It promotes the value of caring for one another
It acknowledges that we are all fundamentally equal