Brand Spirit: How Cause Related Marketing Builds Brands

by Hamish Pringle and Marjorie Thompson

Book Overview

The only guide to understanding and making the most of one of the hottest trends in branding today Nothing builds brand loyalty among today's increasingly skeptical, hard-to-please consumers like a proven commitment to a worthy cause on the part of a company. Known as Cause Related Marketing (CRM), this approach to branding has gained a great deal of momentum over the past decade, thanks, in no small part, to such recent, notable examples as McDonald's commitment to saving the rain forests and BMW's breast cancer fund-raising initiatives. Now, in the first book to explore the business benefits of CRM and its positive and negative impacts on business strategy, two experts explain the concept and fundamental principles of CRM and its place within the contemporary discourse on branding. And, with the help of numerous, fascinating, and instructive case studies, they demonstrate how marketers can harness the power of CRM to position and enhance customer loyalty to a brand, product, or service.

• Format: Hardcover
• Language: English
• ISBN: 047198776X
• ISBN13: 9780471987765
• Release Date: June 1999
• Publisher: Wiley
• Length: 306 Pages
• Weight: 1.25 lbs.
• Dimensions: 0.9" x 6.3" x 9.3"

Customer Reviews

GREAT BOOK!!!

Though "Brand Spirit" is not an adventure book, I've read it in one breath. I'm taking a postgraduate course, and after reading this book I've decided to take Cause Related Marketing as the subject of my thesis. This is one of the most interesting and useful books I've ever read. It is rich with examples demonstrating how the company can make the world a better place and increase the profit at the same time, gain customer loyalty and build positive image by doing so. The book is very easy to read and it gives a lot of new ideas to think about. The "Brand Spirit" is definitely worth reading!

Good Stuff!

In the age of huge, impersonal corporations, it's great to see that businesses can actually thrive by giving something back to the communities they serve. I can't think of a better way to build a brand, and loyalty for that brand, than through Cause Related Marketing. This is must reading for anyone who runs a business!

Doing Well by Doing Good

This book is an eye-opener! Pringle and Thompson have given us a how-to manual on the art and science of cause related marketing. Solidly researched and documented, engagingly written, and replete with case studies from both sides of the Atlantic, Brand Spirit makes a convincing case for the efficacy and the ethics of doing well by doing good. No serious marketing practitioner can afford to remain uninformed about the cogent argument the book advances.Koil Rowland, founder and retired CEOKoil Rowland & Associates Jefferson City, Missouri, USA

Compelling and convincing.

If you aren't moved to get cause-related marketing into your organisation you have ice flowing through your veins. Pringle and Thomson do an convincing job of showing the benefits and fun of having a brand with spirit. With all the lip service being paid to corporate values, Brand Spirit shows companies how to live them. Well done.

Win-Win

I find this book very easy to read and absorb. The ideas are practical and may very well deserve more attention. Along the lines of the theory of the Invisible hand, I think the world/society in general will be a better place if companies start thinking and implementing Cause Related Marketing. Also, as the authors relate both American and Uk case studies, it makes the book even more insightful on the subject of marketing in the international arena. Definately a good introductory reading on the subject matter.