BEST PRACTICES IN CAUSE-BRANDING

BOSTON -- Cone Inc., a strategic philanthropy consultancy that develops and implements cause programs to deepen relationships between companies and their stakeholders, encourages marketers to take cause-related marketing to the next level: cause-branding. "Sophisticated companies will move beyond merely writing checks and doing short-term, cause-related promotions to creating deeper social commitments.

BOSTON -- Cone Inc., a strategic philanthropy consultancy that develops and implements cause programs to deepen relationships between companies and their stakeholders, encourages marketers to take cause-related marketing to the next level: cause-branding. "Sophisticated companies will move beyond merely writing checks and doing short-term, cause-related promotions to creating deeper social commitments. These activities should be long-term, credible and integrated into companies' overall busin

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