PART II: Connecting CSR Strategy &

Brand

SEVEN RULES OF THE ROAD

Boog Bookey, Managerial Marketing

October 21, 2010

BOOG BOOKEY HAIKU BOOG BOOKEY HAIKU Socially ResponsibleSocially Responsible

Build better brandingBuild better branding

One KNOW THYSELF

Fit business goalsStrengthen message in and out

Link story to brand

• Campaign with substance

• Show company brand image

• Come through on promise

Levi’s 501 Community Service Day at the Center, May 1, 2009.

THREE: BE THREE: BE CONSISTENTCONSISTENTCommunicate brand

Communicate brand imageimageThrough whole Through whole companycompany

THREE: BE THREE: BE CONSISTENTCONSISTENTCommunicate brand

Communicate brand imageimageThrough whole Through whole companycompany

4. Just SIMPLIFYSimple messaging is best

transmits easily

CommunicationSimple messages get readMust link to core brand

5.WORK FROM

INSIDE OUT

Employee

ambassadors

Word of mouth

message

5.WORK FROM

INSIDE OUT

Employee

ambassadors

Word of mouth

message

Practice what you preachPractice what you preachTake care of your employees,Take care of your employees,Valuable assetsValuable assets

Practice what you preachPractice what you preachTake care of your employees,Take care of your employees,Valuable assetsValuable assets

6.KNOW YOUR CUSTOMER

Consumers want healthy products

Show CSR adds

Use buying powerProactively push messageWhat’s in it for me?

Stressthe

positive

Your story reflectsSocieties’ best interest