Building and Sustaining a Brand for Social Good
Location: TBD
Time: 10:00am
Moderator:
V. Kasturi Rangan
Malcolm P. McNair Professor of Marketing
Alison DaSilva
Executive Vice President
Cone
Colin Brady
Chief Operating Officer
Product (RED)
Mike Havard
Vice President, Marketing
Newman's Own
Scott Henderson
Principal
CauseShift
Details:
The ability to reach and engage people is fundamental to the success of any endeavor. This is especially important and challenging for socially-oriented organizations and causes where the target audience is asked to devote their money, time, and energy in exchange for often intangible benefits. Our panel examines the unique appeal, challenges and strategies of building and sustaining a brand for social good. How do people, organizations and causes align and what can we do to facilitate that process? How do we keep all actors engaged and create champions who will drive progress towards maximizing social impact?
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