In reading Mike Swenson’s blog the other day, I found a great introduction to cause branding.  I especially liked his explanation of how cause branding differs from cause marketing and corporate social responsibility.  You can download it from his homepage.

I have to admit that I’m so opportunity focused my work tends to be more cause marketing than cause branding.  Don’t get me wrong, I’m all for cause branding and it works well at the national level with companies that have the time, resources and commitment to invest in it.  But with many of the mid-sized, regional companies I do business with, they want to know how I can help them make and save money now.  Few have an appetite or attention span for a "365-day-a-year association with a cause via internal and external programs".

I think a notable exception in Boston is Wainwright Bank.  They are a mid-sized bank that’s devoted a lot of effort and resources and can truly say they’ve done "cause branding"–or what Mike would probably call "corporate social responsibility".

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