corporate social responsibility

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Why Carl Jung Would Criticize Today’s Value-Based Marketing

Chris McClean January 22, 2018

GUEST BLOG POST, FROM DREW GREEN As a voracious media consumer, I’m exposed to a mind-numbing amount of advertising. Enough that trends start to emerge. One recent trend standing out more than others is an influx of “cause marketing” tactics, where brands incorporate their values into their messaging. Look no further than the composition of […]

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How State Farm Turned a Marketing Tagline into an Expression of Its Corporate Values

Jim Nail January 11, 2018

Happy 2018! I hope everyone enjoyed their holidays and had a chance to relax. As we get back to the swing of our regular routines, I have to wonder — what becomes of the season of giving? The Salvation Army bell ringers have disappeared, and cause-related marketing ads promoting companies’ charitable giving (like Subaru’s Share […]

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A Lesson from the Bruce Springsteen/Richard Thaler School of Marketing

Jim Nail October 31, 2017

What do consumers, Bruce Springsteen, and a Nobel Prize laureate have in common? They all understand the concept of fairness. And they understand that consumers reward and punish companies based on perceived fairness. Nobel Prize winner Richard Thaler found that if a company raises prices or cuts wages for the sole purpose of better profit […]

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The Pressure From Values-Driven Consumers Continues To Build

Jim Nail August 31, 2017

There’s a new urgency in the marketplace: to appeal to values-driven consumers.  When Forrester first started discussing the importance of corporate values many years ago, we were met with both support and skepticism. “Consumers only care about the cheapest products,” skeptics told us. “Companies only care about maximizing shareholder returns,” they said. But as recent events in the public […]

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