Marketers and leaders recognise that developing an authentic purpose helps to build a strongerbrand that attracts followers and collaborators, rather than just customers and consumers.In a world that needs solutions, people increasingly look towards businesses and their brandsto help solve society's problems.In Australia's first book on cause marketing, readers will discover:*; Why doing good is good for business*; The science behind cause marketing*; Fourteen real-life examples of world-class cause marketing strategies from Pampers,Patagonia, Dulux, Virgin Mobile, ANZ, Zambrero, REI and more*; A simple six-step methodology to develop and implement a powerful and authenticcause marketing approach for your brand.
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