Social sponsorship has proven to be a relevant tool to express a brand’s values and to add a social dimension to a brand identity. It has the potential to improve brand image, generate better attitudes toward a brand and increase purchase intents. Besides, it is a more powerful lever for brand image than commercial sponsorship.
Cause sponsorship is of great interest, regardless of its relatively small size. That’s because corporate social responsibility has become an indispensable tool for brands looking to set themselves apart from the competition.
Corporate social responsibility (CSR) has become an indispensable tool for brands looking to set themselves apart from the competition. Consumers today expect companies to contribute to the collective wellbeing by reducing the environmental impact of their activities and by doing their part to alleviate social problems.
A recent study conducted by the CROP research firm notes how such an approach influences the consumer perception of companies.
Relevent15 conference review
by Loretta Di Vita
He may exhibit a direct manner and the super-charged energy of the Tasmanian Devil on a sugar rush, but Pierre Ladouceur also has a sensitive side that doesn't take long to surface. Beneath the callous of drive and experience, he is somewhat of a—softie.
Hearing him speak easily of "emotional resonance," "a better world for all," and "developing sustainable environments," it quickly becomes apparent that he truly cares about everything that is worth caring about these days. So it's no surprise that even his marketing company has—as he puts it—"heart."
Indeed it was this social conscience, coupled with entrepreneurial flair that led him ten years ago to set up Turbo Marketing to "help companies define and communicate their social and environmental commitments."
