Category: Branding —
Can Package Design Make a Difference in Social Profitability?

Can Package Design Make a Difference in Social Profitability?

One more example of the social power that lies behind your branding

The arrival of November usually ushers in an onslaught of holiday décor and new seasonal packaging designs. November 1st is also when Starbucks traditionally reveals its annual red holiday takeaway cup. This year, things at Starbucks started off on a different note with a new green cup design, which has had some Starbucks patrons up in arms and responding with… Read More

The-Stronger-Your-Brand,-The-Greater-Social-Profitability

The Stronger Your Brand, the Greater Your Social Profitability

Start by putting smart, practical strategies in place

Is strategic planning any less important for a not-for-profit cause or organization’s brand than it is for a new startup or an established business? Not if you’re aiming for success and striving for Social Profitability! Building an effective strategy for a new or existing program or campaign takes more than just running with a good idea. It involves planning, insight… Read More

‘Give & Take’ Pays it Forward for Social Profitability

Trade Secrets celebrates over 10 years of women helping women

Canadian beauty retailer, Trade Secrets/Glamour Secrets understands the value of Social Profitability and the impact of paying it forward in a big way. In the spirit of making a difference in the lives of women in need, Trade Secrets/Glamour Secrets, with 65 retail locations across Canada, have been giving back to those communities in a unique and quite beautiful way…. Read More

A Shirt to Inspire Action

Limited-edition t-shirts designed for charitable giving

As a platform to inspire and activate businesses and organizations for Social Profitability, Social Worth is all about creating opportunities to move people to do great things. The question is: how do you bring the concept of inspiring action to life? Identifying the opportunity to bring our message of Social Profitability to life, led to the launch of our own… Read More

Creating Standout Creative for Social Profitability

Not-for-Profits need to start with a standout Creative Brief

The Creative Brief is an all-important step in bringing your cause, company or brand to market. As a communications tool, it puts you and your agency on common ground, speaking the same language and working towards achieving the same goals. Without it, misfires and miscommunication can ensue. Get it right and it becomes your clear path towards Social Profitability. Before… Read More

Spread Your Message for Social Profitability

Create Consistency With a Brand Style Guide

Congratulations! You’ve worked hard with your agency and creative team to craft a brand identity that represents your cause or organization. Now you’re ready to spread your message to make the most impact for Social Profitability. Your internal team is excited by the possibilities and is geared to getting the word out to your network of supporters and beyond. Now… Read More

Using #BringBackTheBees for Social Profitability

Brands take action to raise awareness

‘Buzz’ went missing from Honey Nut Cheerios boxes. Burt’s Bees erased the letter ‘B’ on limited-edition lip balm packaging, advertising and from social media posts. Two new awareness campaigns came into market, designed to put the focus on the serious global decline of the honeybee population and other pollinator species facing extinction, which puts one-third of our food supply in… Read More

Umano Meshes Fashion and Philanthropy for Social Profitability

A fashion brand for social-minded changemakers

Umano, which means human or mankind in Italian, is the appropriate name for a startup company that is all about Social Profitability, helping others, and making the world a better place for all. Brothers Alex and Jonathan Torrey founded the Umano label in 2011, with the aim of creating a brand that is socially conscious, giving back within their own… Read More

How Transparency Factors into Social Profitability

Gaining trust for your organization

Cause-related marketing has grown into a popular strategic tactic and public relations tool for corporations and charities. Trust is the key to building a transparent brand. Trust is even more critical in branding and reporting in the not-for-profit sector. It is imperative that your audience believes that the business or organization is acting as a good corporate citizen and doing… Read More

exploitive-or-tactical-for-social-profitability

Exploitive or Tactical for Social Profitability?

Engaging the many by targeting the few

When is it o.k. to push boundaries? For Social Profitability… perhaps all of the time?!? I read in ADWEEK about a campaign created by an agency in Demark on behalf of Coca-Cola and its new brand, stevia- and cane-sugar-sweetened Coca-Cola Life. The kicker was that only about 5% of the population could actually see the message. The message was hidden… Read More