Building a Give Back Brand

Alex Meade wrote this article. It will take about 1 minutes to read.

Cause marketing is everywhere, helping to improve company images and bottom lines. But has it run its course?


In our opinion, giving back never goes out of fashion. But promoting causes that don’t make sense to your brand, however, causes confusion. So how can you do cause marketing right?


Think deeply and critically about your business.


What existing brand promise could be supported further through cause marketing? For example, a community bank may partner with a financial literacy partner to offer classes in their local area.


What give back opportunities are there to offset something not so great about your business? In this example, a business that produces plastic disposable items could partner with a recycling nonprofit, or sponsor a beach cleanup, to offset the impact on Mother Earth.


When it’s done well, cause marketing can be incredibly meaningful—not just to sales, but to your employees and community too. This article comes from our friends at Office of Awesome, they develop brands that stand for something and offer traditional marketing support through an untraditional collective of awesome talented people.


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Alex Meade

Alex began his career in film and TV as a Producer and Associate Producer for Original Productions. During his time, he worked on several of the company’s most popular programs including Discovery Channel’s show “Deadliest Catch”. After hauling his fair share of Alaskan crab home from filming, he spent time working as the Lead A/V Editor and Assistant Producer for advertising heavyweight TBWA\Chiat\Day. There he was responsible for overseeing content and creative portions of campaigns for the likes of Nissan, Gatorade, Pepsi, and more. When Alex is not working on client work, he’s serving as the Vice President of the Board of Directors for the Encinitas Chamber of Commerce and hanging out with his wife, Mary Beth, and dog, Hank.