Apr 12, 2022
In Business Forum
All of this isn't to say that the brand lens can't be used as part of a company's marketing strategy. He can, and he should. But the work of creating and adhering to a brand goal shouldn't be left to marketing alone.This is because the goal is not something prepared in individual department brainstorms. It is a much broader concept encompassing the mission of the entire organization, so the process behind developing a company's purpose needs to be thought through. That's buy email list why companies are wise to extend the scope of developing this goal to a corporate social responsibility team. The whole concept of “goal” is much more organic for corporate responsibility teams than it is for marketing departments, which are ultimately results-driven and designed to serve business objectives. CSR teams, by comparison, focus on larger brand buy email list issues and concerns that aren't necessarily reflected in the bottom line. As AdWeek points out , a typical CSR team might be tasked with managing issues like diversity in hiring, the company's environmental footprint, closing the gender pay gap, and yes, the brand contributions to society. Additionally, CSR teams are interested in company strategies to avoid unnecessary waste or recklessness As well as pursuing initiatives and goals that align buy email list with broader brand values. By encouraging the company to solicit feedback on sustainable efforts and social implications, brands can avoid the conflicts of interest that often result in campaigns where corporate good deeds seem overly concerned with improving margins. beneficiaries. CSR teams are not tied directly to marketing initiatives and instead serve as a broader partner that encourages all areas of a business - from leadership to stakeholders,This allows team members to identify a cause or initiative that makes sense and aligns well with overall company goals, instead of what is newsworthy or most likely to generate. public engagement.