Aligning your CSR to your brand objectives can help you strengthen your brand while benefiting society.

1. The Road Less Traveled The Branding Opportunity That Cause Related Branding Presents Brandspoint Conference on CSR Ukraine 2006 Lintas Personal Kartikeya Kompella

10. Sounds Good But Are These Benefits Verified ?

12. Research Findings – Cone 2004 2002 1999 1993 I am very/somewhat likely to switch from one brand to another that is about the same in price and quality, if the other brand is associated with a cause 86% 84% 65% 66% A company’s commitment to a social issue is important when I decide… 2004 2002 Which companies I want to see doing business in my local community 85% 84% Where to work 81% 77% Which products and services to recommend to other people 74% 75% Which stocks or mutual funds to invest in 70% 66%

13. Ok It Works, So How Do I Go About It ? The Various Means Of Associating With A Cause

19. What Are The Strategic Issues Involved ?

23. Evaluating These Decisions

30. Is This The Right Time ?

32. If It’s So Good Then Why Aren’t More Brands Doing CRB ?