Path to Purpose
by Carolyn Butler-Madden
"…an astute and compelling perspective to why cause-driven business is good business… and how businesses that engage authentically with audiences through shared values can build and accelerate their brands in the process." – David Redhill, Partner, Global CMO, Deloitte Consulting
"Path to Purpose [is] so incredibly valuable for anyone wanting to build a powerful brand in the modern world." – Andrew Griffiths, International Bestselling Author and Global Presenter
"Brands that just say and pray are the brands of the past. Brands that ‘do ’ around a clearly defined purpose are the growth engines of the future." – David Fox, CEO, Ogilvy Group Australia
Marketers and leaders recognise that developing an authentic purpose helps to build a stronger brand that attracts followers and collaborators, rather than just customers and consumers. In a world that needs solutions, people increasingly look towards businesses and their brands to help solve society’s problems.
In Australia’s first book on cause marketing, Carolyn Butler-Madden uncovers:
- Why doing good is good for business
- The science behind cause marketing
- Fourteen real-life examples of world-class cause marketing strategies from Pampers, Patagonia, Dulux, Virgin Mobile, ANZ, Zambrero, REI and more
- A simple six-step methodology to develop and implement a powerful and authentic cause marketing approach for your brand.