Cause-Related Marketing
Aligning consumer brands with a high-profile charity or cause is an important and increasingly necessary positioning tool in the American market. BBC has worked with a variety of charitable organizations in all sectors and can offer counsel on what organization would be most appropriate and lend the most support for promoting a brand.
Brand Building has had the privileged opportunity of working with charity: water—a leader in harnessing social networking and celebrity to drive fundraising and educate a wider swath of the public on the water issue. As partners, Brand Building and charity: water have successfully leveraged cause-related marketing to support the organization as well as build wells that bring safe and clean drinking water to those in need.
Bausch & Lomb partnered with the Susan G. Komen Foundation in 2007. Brand Building helped B&L to leverage the partnership’s new “pink” packaging launch by creating a media moment for the brand to drive goodwill and sales.
