Mutual Benefit

Interesting report released last week by GEMI and the Environmental Defense Fund on partnerships between NGOs and corporations.  The series of compelling case studies (pdf) are constructed in the form of a start-to-finish best practices guide for conducting such complex deals.  The word ‘brand’ is dropped 18 times, almost exclusively as a brief bullet point claiming that each partnship “enhanced brand awareness” or “enhanced brand image” for the corporate partner.

Less obvious is explicit advice on considering brand values before entering such partnerships in the first place.  Kodak’s partnership with The Nature Conservancy to empower citizen photojournalism of environmental and social wrongdoing in China (while picking up some valuable emerging-market consumer research) is a great example of getting it right.  The Southern Company’s electric utility partnership with a wildlife conservation effort (rather than an alternative power scheme) seems a bit more questionable.

Despite continued confusion and debate inside many boardrooms about how publicity and responsiblity intersect, it’s at least good to know that many are trying. (via GreenBiz)

© Ryan Cunningham 2008

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thoughts at the collision of business, brand and creativity

I'm Ryan Cunningham. I help companies and culture play nice with each other. At CREATURE we call this Brand Strategy, a term that carries a nice halo of reliability and structure. Here, I'm just another guy who thinks about the world and writes it down from time to time.

The result is a pile of knowledge to be used in, and for, the future. Feel free to sift through the heap for useful connections.

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