Notes of Note from John F. Ince

A recent benchmark study of cause marketing by Cone showed that consumers are shopping with a social conscience more than ever before. A full 83 percent said they want more of the products, services and retailers they use to benefit causes such as alleviating world hunger or protecting the environment. So no matter what dotted line the world’s 33 newest folk heroes ultimately sign their names on, the challenge of marketing them to their fullest potential comes with the same imperative their rescuers had:

Dig deep.

via Linda Kaplan Thaler and Robin Koval: The Folk Hero Franchise: Marketing the Chilean Miner Brand.

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