As the world is transformed by technology and globalization, a consumer-centric marketing focus is more important than ever before. Consumers want more than products and services, says Kevin Lane Keller, branding guru and Dartmouth professor.
Many want to know their money is helping advance humanity. Others crave personalization. Both attitudes present opportunities for brands to create value through cause marketing, explains Keller, known as the “Godfather of Branding.” By aligning products and services with the mutual benefit of for- and non-profit entities, brands help consumers feel good about their purchases while strengthening relationships and loyalty.
'Social responsibility is a powerful force in marketing...Everyone wants to build relationships with customers and cause marketing allows you to do it in emotional and personal ways.'Click To Tweet
Read this interview to learn more about his thoughts on brand engagement, customer empowerment, and the importance of balance in marketing.
What value does your company bring to consumers? Contact us to learn more about how Kevin Lane Keller can inject your brand with a cause.