Category — Cause Marketing
Procter on Purpose
Marc Pritchard of Procter & Gamble seeks deeper brand meaning. By Tim Manners. No longer is it good enough to make the best products. At Procter & Gamble, a brand is not a brand until it makes a difference in your life. A P&G brand must have a purpose that transcends its benefits.
This is why Pampers are now thinner, Tide is doing your dry cleaning and Mr. Clean wants to wash your car. Believe it or not, it’s also why you can smell like Isaiah Mustafa if you want to.
It may not be a new idea that a brand should solve your problems or make your life happier. But as Procter & Gamble marketing chief Marc Pritchard suggests, it is transforming the way marketing — if the term even still applies — is done at Procter & Gamble … read>>
May 1, 2011 Comments
Curve Ball
Levi’s helps Millennial women shape their wardrobes and their lives. By Dori Molitor. Buying jeans, honestly, is the most frustrating experience. They never fit, and you feel like your body is all wrong — like you just put on 20 pounds even if you didn’t feel that way before you walked in the store. Just last week, I shopped three stores and tried on about 15 jeans before finally buying a pair. I never wore them and then ended up returning them because they really didn’t fit that well.
So, I was very interested to hear that Levi’s believes it has solved this problem, at least for younger women. After analyzing some 60,000 body scans from 13 countries, Levi’s determined that 80 percent of all young women were one of three body types, which it classifies as slight; demi; and bold. The nomenclature sounds like it was dreamed up over a vente latte at Starbucks, but the premise is that getting jeans that fit is more a matter of shape than size … read >>
March 1, 2011 Comments
Fly, Eagles, Fly!
The Philadelphia Eagles ascend to higher purpose and win both on and off the field. By Dori Molitor. The row of vertical wind turbines that will soon be perched atop the perimeter of Lincoln Financial Field will be just the most visible sign that there’s something different about the football team that plays there. The solar panels will be a bit unusual, too.
The team is, of course, the Philadelphia Eagles, one of the most successful organizations in the National Football League. Under the team’s ownership — Christina and Jeffrey Lurie — the Eagles have made the playoffs ten times in last 15 years. Their fan base, according to Forbes magazine, is among the most loyal in the National Football League … read >>
January 1, 2011 Comments
Flour Power
Panera puts its bread where its mouth is. By Dori Molitor. Ever since the January issue of The Hub, in which we celebrated the arrival of the 2010s as “The We Decade,” I’ve been looking for examples of companies that demonstrate an understanding of the desire of individuals to band together and make a difference.
Our journey began in March, with J&J’s BabyCenter, which enables moms to help other moms be better moms. In May, we looked at Pepsi and its Refresh Project, which harnesses the power of online social networks to create change at a local level … read >>
November 1, 2010 Comments
Box Tops Moms
July 1, 2010 Comments
The Hub 37
The entire Jul/Aug’10 issue of The Hub (44 pages), centered on brand identity, including an interview with Jeanne Jackson of Nike and 13 other articles. (download pdf)
July 1, 2010 Comments
The Pepsi Conversation
It’s like the Pepsi Challenge for the digital generation, says CMO Jill Beraud. An exclusive Q&A interview by Tim Manners.
(pdf) or (text)
May 1, 2010 Comments
Embracing the Cause
Retailers and brands must work together for the shopper’s greater good. By Beth Ann Kaminkow. (pdf) or (text)
May 1, 2010 Comments
The New Pop Culture
May 1, 2010 Comments
The Hub 36
The entire May/Jun’10 issue of The Hub (60 pages), centered on retail, including an interview with Jill Beraud of PepsiCo and 14 other articles.
(download pdf)
May 1, 2010 Comments
The We Decade
Creating community and higher purpose will elevate our brands in the 2010s. By Dori Molitor.
(pdf) or (text)
January 1, 2010 Comments
Beauty in Virtue
January 1, 2010 Comments
The Hub 34
The entire Jan/Feb ’10 issue of The Hub (44 pages), centered on innovation, including an interview with Diane Dietz of Safeway and 12 other articles. (download pdf)
January 1, 2010 Comments
High Fidelity
Roundtable with Richard McDonald of Fender, Steve Rotterdam of DC Comics, Peter O’Reilly of the NFL, Joe Dobrow of Sprouts and Spencer Hapoienu of Insight Out of Chaos. (pdf) or (text)
November 1, 2009 Comments
Stand By Me
November 1, 2009 Comments
The Big Shift
Corporate culture needs to view consumer culture through a new lens. By Dori Molitor.
May 1, 2009 Comments
Cool Books
March 1, 2009 Comments
The Hub 29
The entire March/April ’09 issue of The Hub (44 pages), centered on retail, including an interview with Jill Lajdziak of Saturn and 12 other articles.
March 1, 2009 Comments
