Building Brands, driving sales and doing Good, by Sarah Britten

It is always good to hear a marketer look at their marketing landscape and looks at how they can enhance their brand, but also help out. I have been fortunate enough to have very good mentors who are so passionate about marketing that they can elaborate the whole day on any given subject. And they also spoke passionately on how marketing firms are doing nothing to improve our country and our image. And Sarah speaks about the little difference that one can make to improve the situation of others in our immediate surroundings. Without further due, here is Sarah Britten's article. 

Do you have a favourite example of how marketing can have a positive impact on the world? I never hesitate when I'm asked that question: the Outsurance pointspeople.

Every day, they make a real difference to my life and I'm always happy to see them. More than that, the campaign is completely relevant to the product that Outsurance offers - helping motorists negotiate dangerous intersections helps reduce the risk of accidents, which in turn reduces the risk of claims.

Social good meets brand awareness and affinity: it's a win-win situation. 

Never enough money for good causes

There's never enough money for good causes, and, with many NGOs coming under increasing pressure, there's a real need to find other ways to bring in funding. Could more marketers achieve their objectives and do some good at the same time? I believe so, and I've tried to bring through this idea into my own more recent work.

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