Academy

Book Review: How Advertising Will Heal Your Business and the World

Author: Mark Woerde
Published May 2011
Publishing on Demand
Amsterdam, Netherlands
Free copy paperless copy at Letsheal.org

I became interested in Corporate Social Responsibility (CSR) a few years ago and was further intrigued after I attended “Conscience Capitalism” conference in 2011 at Bentley College just outside Boston, Massachusetts. There I learned a great deal from the likes of John Mackey, CEO of Whole Foods and marketing guru Philip Kotler, things like aligning a brand with a good cause and finding a niche market for responsible advertising.  Yet for me there was something missing, it seemed the companies doing CSR were simply looking for a marketing strategy to attract a different target audience and thus expand their bottom line. They may have been looking to expand business to the healthy hipster type because it is where the money is.  The sad truth is however that but for a few, most did not have much to say about what it meant to actually “do good with your brand.”

More after the break…