Cause Branding® Made Easy Years ago Carolyn Cone and her eponymous Boston agency Cone, Inc ., started using the term “Cause Branding®:” branding cause marketing, as it were. I don’t think she or Cone, Inc. had anything to do with Staples Easy Button campaign . If not, then at least Staples owes a debt of gratitude to Carol Cone because this campaign is a fine example of Cause Branding®. In the States there are three national office supply superstores: Staples, Office Depot and the much smaller OfficeMax. Staples invented the business model and remains the largest company as well as the class of the bunch. Its stock has outperformed its competitors… as well as the broader stock market… and its growth prospects are superior. Staples has countless other competitors including wholesalers and regional and local suppliers and stores. It’s a crowded marketplace, in other words. So Staples began to do what any self-respecting marketing-driven company would do, they begin to brand themselves ...
Dedicated to highlighting and dissecting the best and the worst cause marketing promotions and campaigns.