HOW A PARTNERSHIP between a marketer and social cause can benefit both parties is the thesis behind “Brand Spirit-How Cause Related Marketing Can Help Build Brands” (John Wiley & Sons, New York).
The book, by Marjorie Thompson and Hamish Pringle, investigates how an alliance with a social cause can raise brand awareness and perception. Companies featured in case studies include Avon, Bird’s Eye, BMW, Kellogg’s and Liz Claiborne.
Thompson is director of Saatchi & Saatchi Cause Connection. Pringle operates his own consultancy, Brand Beliefs Limited.-BN
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