http://www.fruitfulstrategy.com/blog/2009/05/don%e2%80%99t-cut-csr-spending-reallocate-to-build-your-brand/?utm_source=rss&utm_medium=rss&utm_campaign=don%25e2%2580%2599t-cut-csr-spending-reallocate-to-build-your-brand Aligning reputation and revenue with sustainability Fri, 02 Apr 2010 17:23:41 +0000 hourly 1 http://wordpress.org/?v=3.2.1 http://www.fruitfulstrategy.com/blog/2009/05/don%e2%80%99t-cut-csr-spending-reallocate-to-build-your-brand/comment-page-1/#comment-463 Twitter Trackbacks for Fruitful Strategy: creating corporate social opportunity [fruitfulstrategy.com] on Topsy.com Sun, 30 Aug 2009 08:59:24 +0000 http://www.fruitfulstrategy.com/blog/?p=108#comment-463 [...] Fruitful Strategy: creating corporate social opportunity www.fruitfulstrategy.com/blog/2009/05/don%E2%80%99t-cut-csr-spending-reallocate-to-build-your-brand – view page – cached Fruitful Strategy is a management consultancy that aligns business strategy with social impact. We identify risks and opportunities, make actionable recommendations, and help you close perception gaps in order to create both competitive and societal advantage. — From the page [...] [...] Fruitful Strategy: creating corporate social opportunity http://www.fruitfulstrategy.com/blog/2009/05/don%E2%80%99t-cut-csr-spending-reallocate-to-build-your-brand – view page – cached Fruitful Strategy is a management consultancy that aligns business strategy with social impact. We identify risks and opportunities, make actionable recommendations, and help you close perception gaps in order to create both competitive and societal advantage. — From the page [...]

]]> http://www.fruitfulstrategy.com/blog/2009/05/don%e2%80%99t-cut-csr-spending-reallocate-to-build-your-brand/comment-page-1/#comment-71 Ryan Jones Fri, 22 May 2009 09:29:19 +0000 http://www.fruitfulstrategy.com/blog/?p=108#comment-71 Excellent blog Jenn. Really great breakdown of CSR spending flows in this post. Appreciate you putting your thoughts out there--very motivating ! --Ryan Excellent blog Jenn. Really great breakdown of CSR spending flows in this post. Appreciate you putting your thoughts out there–very motivating !
–Ryan

]]> http://www.fruitfulstrategy.com/blog/2009/05/don%e2%80%99t-cut-csr-spending-reallocate-to-build-your-brand/comment-page-1/#comment-61 Shanti Nadarajah Tue, 12 May 2009 07:41:06 +0000 http://www.fruitfulstrategy.com/blog/?p=108#comment-61 Hi. Really enjoy reading your blog & think 'Don't cut CSR spending', is one of your best yet - a very clever model that puts CSR at the centre of strategy with a 'Brand driving the Business approach' as opposed to the more common 'Business driving Brand' mindset of management teams. Hi. Really enjoy reading your blog & think ‘Don’t cut CSR spending’, is one of your best yet – a very clever model that puts CSR at the centre of strategy with a
‘Brand driving the Business approach’ as opposed to the more common ‘Business driving Brand’ mindset of management teams.

]]> http://www.fruitfulstrategy.com/blog/2009/05/don%e2%80%99t-cut-csr-spending-reallocate-to-build-your-brand/comment-page-1/#comment-57 Jennifer Rice Sun, 10 May 2009 20:27:41 +0000 http://www.fruitfulstrategy.com/blog/?p=108#comment-57 Hi Walter, thanks for your comment! Great idea to size bubbles based on awareness; too many companies are shy to talk about their CSR initiatives. RE: "not effective to have a bubble where a competitor is present"... I'd suggest that it would be effective if a) it's a tablestake that you're not doing well, or b) your execution of it would differ from your competitors. If your competitor is building their ethical brand, you should also be playing in those quadrants but in a way that's unique to your brand. Hi Walter, thanks for your comment! Great idea to size bubbles based on awareness; too many companies are shy to talk about their CSR initiatives. RE: “not effective to have a bubble where a competitor is present”… I’d suggest that it would be effective if a) it’s a tablestake that you’re not doing well, or b) your execution of it would differ from your competitors. If your competitor is building their ethical brand, you should also be playing in those quadrants but in a way that’s unique to your brand.

]]> http://www.fruitfulstrategy.com/blog/2009/05/don%e2%80%99t-cut-csr-spending-reallocate-to-build-your-brand/comment-page-1/#comment-56 Walter Dermul Sun, 10 May 2009 20:14:04 +0000 http://www.fruitfulstrategy.com/blog/?p=108#comment-56 Jennifer, I think this framework is very well thought over and extremely useful. One suggestion maybe : the bubbles in your example can vary in size, not only in terms of the money spent (which might be hard to find out for your competitors) but on 'audience awareness' : the more the initiative is known in the market, the bigger the bubble. This way you not only assess what your competitors are doing but also what 'space' is left for your company. From a branding-POV it's not really effective to try to have a bubble in a square where your competitor is dominantly present. Who should be responsible ? As far as I am concerned I strongly believe that all matters branding should ultimately be a CEO-responsibility. That's even more so when social-impact initiatives are designed to support the brand promise. Jennifer, I think this framework is very well thought over and extremely useful. One suggestion maybe : the bubbles in your example can vary in size, not only in terms of the money spent (which might be hard to find out for your competitors) but on ‘audience awareness’ : the more the initiative is known in the market, the bigger the bubble. This way you not only assess what your competitors are doing but also what ‘space’ is left for your company. From a branding-POV it’s not really effective to try to have a bubble in a square where your competitor is dominantly present.
Who should be responsible ? As far as I am concerned I strongly believe that all matters branding should ultimately be a CEO-responsibility. That’s even more so when social-impact initiatives are designed to support the brand promise.

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