The global warming brand
do we as marketers approach the branding of a cause in the same way as a corporation? moreover, do we as consumers expect messages and interactions with causes or issues to be delivered in the same way we build relationships with corporate brands?
there's a fear, i think, among us marketing types, to treat a cause to the same ROI/Reach/Penetration metrics as we might a corporate client. but would the cause be furthered if it was treated more like a business...or does success result in doing just the opposite?
a post of questions, on a worthy discussion.