Remember when your geometry teacher told you that 'all squares were rectangles, but not all rectangles are squares'? Well, get ready for a similar mind-bender from cause marketing; all cause marketing is co-branding, but not all co-branding is cause marketing. Dictionary.com defines co-branding as a "marketing effort or partnership between companies to join forces and use the best technology or content of each and lending both of their brands to the final product." That sounds a little highfalutin. So let's just say that co-branding describes when brands combine efforts in ways such that they create mutual benefit. There are several kinds of co-branding, including cause marketing itself. Promotional/Sponsorship . This is the category cause marketing falls under. Another example is Fedex’s league-wide sponsorship of the National Football League. Ingredient. A recipe in a free-standing insert that includes Hershey chocolate bar and Kraft Marshmallows o...
Dedicated to highlighting and dissecting the best and the worst cause marketing promotions and campaigns.