Tag Archives: Branding


Consumers want to feel good about the companies they buy from. What is your company doing to help that happen?

Informed consumers want more than the latest fashions, technologies and entertainment options: They are also concerned about environmental issues, fair trade and social equality. They want to purchase their goods and services from companies responsive to these issues.

This connection between economic and social choices provides entrepreneurs with great marketing opportunities, and there are at least five reasons why adding a focus on sustainability or other social issues will help you expand your customer base.

1. Rational versus emotional

People believe their purchasing decisions are based on rational choices, but most consumers decide what to buy and whom to buy it from, based on their emotions. Hot-button issues such as deforestation or hunger in the developing world can become marketing tools Most consumers seek an emotional connection and want to feel good about how they spend their money. Marketing the actions your company takes to respond to selected hot-button issues provides that feel-good experience for your customers, which can translate into an emotional connection with your business.

2. Cause-based spending

Some consumers are passionate about various causes. These people choose to purchase products from companies that support their causes or oppose the same things they do, such as animal cruelty and genetically modified foods. Cause-based spending can have a significant impact on small businesses. When faced with the option of purchasing two products of equal quality, 90 percent of U.S. shoppers choose to purchase the cause-branded product or buy from a cause-branded company.

3. Hot-button topics

These topics often arise from a trending news story, health issue or social challenge, and you can use these issues to effectively and tactfully promote your products or services. You can capitalize on public policy issues by using marketing tools that promote your commitment in a variety of ways. Sustainable practices, for example, save you money, and you can pass those savings along to customers.

3. Education as entertainment

Marketing to environmental or social causes can also take the form of entertainment. Education as entertainment can be done with a simple but heartfelt video explaining why your company supports a particular cause and specifically how people who shop with you are participating in the process.

5. Social media trends

Whether it’s through Instagram or Twitter, trending topics on social media can help create targeted marketing and sales campaigns. You can integrate these issues with your current social media campaigns, such as reveal-based content and quizzes to increase target audience engagement. Use your platforms to inform, educate and connect with like-minded consumers on the causes or issues you support.

Bottom line

Cause-based marketing is an excellent opportunity to present your environmental, sustainable actions or social passion with your target audience. Your efforts will promote the issues you care about and your business. People who support specific causes are more likely to spend their money at businesses that share their interests. Use social media and other opportunities to educate and entertain people about your cause as well as your products and services.


Owner of and King Global Earth and Environmental Sciences Corporation, JMD, a former attorney, is a Columnist for The Futurist Daily News and editor of the Social and Political Blog  Follow JMD @ jmdlive

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Concept of vision in business

The Way of the future
The final countdown | by: Michel Ouellette JMD

For the years to come, useful content should be at the core of your Branding and Marketing strategy.

Consumers and employers no longer trust and believe in the traditional world of information and communications. Smart individuals and professionals understand that traditional branding and marketing techniques are now becoming less and less effective by the minute, and that “Content Branding and Marketing” is the way of the future.

But what exactly is Content Branding and Marketing?

“Content Branding and Marketing is: a “Branding” and “Marketing” technique of creating and distributing relevant and valuable “Content” to attract, acquire, and engage a clearly defined and understood target and objective.”

Content Branding and Marketing is a technique and strategy designed to attract prospective employers and/or customers and retain their attention and loyalty by creating, curating and engaging content, publishing and circulating relevant and valuable information, that could and will influence and enhance the prospective targeted audience behavior positively in your favor. 

It is an ongoing process that is best integrated into your overall branding and marketing strategy, focusing on owning the media, not renting it.

Content Branding and Marketing is the “Supreme Art” of communicating with your targeted audience without looking like begging or peddling. It is a non-interruption, an ongoing branding and marketing technique. 

Instead of pitching your products or services, you deliver useful and valuable information to your prospective and existing customers that will help them make a decision in your favor so they can reward you with their business and loyalty.

Believe me it works!

To be continued…


Michel Ouellette JMD is a talented keynote and motivational speaker, public affairs & communications Strategist. For more about “Making It” in the years to come and coming soon: “Standing Out” .
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