Best practices for driving brand value through corporate responsibility
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To be most effective, CSR initiatives must be intimately connected to the corporate brand. They must reinforce a company’s unique identity and be an integral part of how a business tells its story. In this session, Kellie McElhaney of UC Berkeley and one of the world’s leading experts on CSR strategy, offers seven principles and a detailed process for helping you develop a CSR strategy that is authentic because of its natural linkage to your company’s mission, vision, and values, and delivers significant, quantifiable, bottom-line benefits. Cause marketing case studies included from Pedigree, Dove, Starbucks, Haagen-Dazs, and Unilever.
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Best practices for driving brand value through corporate responsibility
- 1. “ Best Practices in Driving Brand Value Through Corporate Responsibility ” Professor Kellie A. McElhaney
- 2. Who I am. Recovering banker Professor at UC Berkeley/ Haas School of Business Was professor at University of Michigan Founded Center for Responsible Business Ranked #1 in world in 2008 by FT Expertise in CSR & Brand , CSR & Strategy , CSR & Diversity Lots of consulting eBay, HP, Gap, Twitter, Accenture, McDonalds, Ulster Bank, Ernst & Young, Kimberly Clark, Frontline, NVIDIA, Driscoll’s Berries, Yum!, McGraw Hill, Navigant, VolunteerMatch New book Just Good Business
- 3. Who I Wanted to Be.
- 7. Smart CSR. C SR
- 9. Hartman 2009 Doing the right thing for the Greater Good . Purchases, non-purchases, voting & volunteerism . Journey that begins with attitude change, then behavioral changes.
- 10. 2. Brand hope. CSR can transform the brand. CSR can brand hope .
- 11. Breaking News: We’re in a recession… … .of HOPE.
- 17. 3. You’re always branding. Dear Mr.Drexler, I have something to tell you about J-Crew. Sorry, it's not the best thing about your company. But, your company is great. Do you know the story called " The Giving Tree"? Well, in the story, that one tree gives up everything to the boy. Everything. Apples, wood, branches, and even the tree stump…… … I think if you try this, you will end up not spending as much money on boxes, as well as gas for your trucks, not killing as many trees and getting better feedback from customers, kids, mail men, anybody. Sincerely, Kellie's* daughter, Isabel P.S. I am nine, please respond and, don't take this personally, because it's not only you.
- 18. 4. More stories, less science. Stories trump facts ten times out of ten, period.
- 19. 5. Simplicity rocks.
- 20. Pedigree
- 21. 6. Be fun, we crave it. http://www.youtube.com/watch?v=7m5vt07W2n4
- 22. 7. The Lioness Factor.
- 23. 8. Consistency is Critical.
- 25. 10. Inspiration is [sadly] easy. Consumers must first be concerned that something they value (condition of environment, economy, ethical treatment of others) is at risk More recently, sense of hope for the future and a desire to do and feel good more inspiring http://www.youtube.com/watch?v=0xAwKBywrEk
- 27. Signing at 3:35. Thank you.