Tag Archive: Integrated Marketing Communications


Does a Led Zeppelin concert photograph of singer Robert Plant and guitarist Jimmy Page go with marble Romanesque columns?DSC02649

How about a sketch of Mick Jagger with his signature protruding lips combined with Moorish arches?

For that matter, should an operations manager attempt to incorporate Eric Clapton’s Gibson Les Paul electric guitar with Spanish tile?

One would think an acoustic guitar would fit better into the classic Castilian style, but no one will ever confuse Andres Segovia with heavy metal.

For months including the critical last three weeks before opening night in Sevilla, the team behind the Hard Rock Café worked diligently to fully respect Spanish tradition, while swearing allegiance to the rocking iconic restaurant chain.DSC02651

Carlos Gil, the Venezuelan-born Hard Rock Café operations manager out of Amsterdam, visited patrons on the opening night this past August 4. He said local authorities insisted on the preservation of the Romanesque columns. The chain was more than happy to comply and even to incorporate them into the setting for customers.

Hard Rock in the Land of the Flamenco?

Sounds like a potential prescription for integrated marketing communications (IMC) disaster, but from all appearances it is working in Sevilla, Spain as evidenced by the turnout on opening night.

Starbucks and The Prado

About the length of one futbol pitch is the distance between Madrid’s famous Prado art museum and the usually well-located, Starbucks.

Howard Schultz and his Starbucks team certainly have a knack for finding great locations for the 33,000 stores of the $19.28 billion largest coffee roaster in the world.

Without doubt, each of Starbucks’ venues is consistent with the company’s brand from the green aprons of the baristas to the coffee posters from all over the world. But what is different in Spain’s capital city is that Starbucks also incorporates the Spanish style into its store.DSC03188

As the inevitable pace toward globalization and a flatter world intensifies, so will the demands on multi-national brands to respect the culture while at the same time maintaining the integrity of the brand.

Many are opposed to multi-national chains, and will naturally opt for local choices. Others will yearn for the consistency of product. A Starbucks latte tastes the same in Seattle as it does in Madrid as it does in Dublin or München. There is a beauty in predictability in an unsettled world.

Starbucks wants to deliver a consistency of product wherever and whenever patrons come-in for a latte, mocha or cappuccino. At the same time, the company’s stores do not have to be indistinguishable cookie-cutter designs with each one mimicking the very first one at Seattle’s Pike Park Market.

Seasoned PR and marketing managers instinctively can sense a departure from the “conscience” of the brand, but are they are equally adept when it comes to incorporating a local culture and traditions into the presentation of the brand?

What is the smart solution? The answer lies with respecting a local culture, not going “native,” and at the same time be consistent with brand management.

Cultural Dimensions

Professor Geert Hofstede is famous for his Cultural Dimensions Theory measuring national differences in six arenas: Power Distance, Individualism, Masculinity, Uncertainty Avoidance, Long-Term Orientations and Indulgence.

Before dipping their collective toes into another culture’s waters, it is best to weigh the very real differences between what you know and call familiar, and what you don’t know.

Wal-Mart succeeded big time in Mexico and failed miserably in Germany. Unilever’s Dove “Real Curves” campaign was a hit in the United States, but went over like a lead balloon (not to be confused with Led Zeppelin) in Taiwan.

Under Hofstede’s theory, Spain is high in power distance (57 percent), average in individualism (51 percent); low in masculinity and high in compassion (42 percent), skyrocketing in uncertainty avoidance (86 percent); below average in long-term orientation (48 percent) and low in indulgence (44 percent).DSC02656

There are zero issues when it comes to Brand über Alles. The brand must be respected and maintained. At the same time, there are cultural considerations that need to be considered as well.

Can they work together? Hard Rock Café and Starbucks are at least two global companies that have responded in the affirmative.

http://www.hardrock.com/corporate/history.aspx

https://en.wikipedia.org/wiki/Hard_Rock_Cafe

https://en.wikipedia.org/wiki/Andr%C3%A9s_Segovia

http://investor.starbucks.com/phoenix.zhtml?c=99518&p=irol-presentations

https://geert-hofstede.com/national-culture.html

 

 

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How many graduating university/college seniors in communications disciplines (i.e., public relations, marketing, investor relations, public affairs etc.) will utter the  worn-out cliché to hiring managers in the coming weeks and months: “I really work well with people”?

Gag!workwell

What precisely is the return-on-investment (ROI) for someone who allegedly works well with people?

How does one measure how effectively a candidate interacts with other humans?

Come to think of it if one was pursuing a career in anything and everything communications, wouldn’t working well with people be a given?

Tell me something – anything – that I don’t already know.

There are precisely 1.490 billion results when one Google’s, “I Really Work Well With People.” Surprised there are so few web instances devoted to this NOT thinking outside of the box phrase.

Almost DailyBrett will declare now, and will say it forever:

Telling a hiring manager you work well with people: 1.) Makes the hiring manager roll her or his eyes; 2.) Brings into question whether you have any creativity; 3.) Does not differentiate you from your tenacious competition for the legal tender; and 4.) Makes one wonder whether your brain has flat-lined.workwell1

Strong opinion to follow.

Tell Me/Us About Yourself?

At this point in the interview process, the hiring manager is transitioning from the requisite small talk to getting serious.

The above question, which surely will follow with “Why do you want to work for us?” is more than an ice-breaker. It is an opportunity for a candidate to systematically demonstrate ROI based upon experience, results, digital and analog skill sets and education.

Think of it this way: A dollar is a friend (same applies for pounds, euros, yen …).

An agency, corporation, non-profit, governmental agency has to spend a certain amount “friends” in the form of income statement SG&A salary, benefits, time-off and maybe even stock options to hire you as opposed to someone else or no one at all.

Why should they make this investment in your particular personality, talents and skills? Aren’t your type a dime a dozen?

Instead of the throw-away line about working well with people, how about talking about how you collaborate in teams and what you and your teammates accomplished? Everything should be first-person plural: We, Us and Our.

Teaching digitally oriented public relations, advertising, integrated marketing communications (IMC), blogging/social media, corporate communications and investor relations now at Central Washington University and before at the University of Oregon, our students were always required to work together as teams to reach assigned goals for their clients.

This experiential learning approach does not require each student to love or be loved by their teammates, which is asking too much. Instead, a hands-on collaborator needs to respect and be respected, which is the essence of being a good team player.

Instead of tired verbal Pablum, how about demonstrating with concrete examples how you teamed/collaborated with others to cure cancer, climb Mt. Everest, achieve world peace and break political gridlock in Washington, D.C.?

The candidate with real-time results, which can be quantified and verified, and who didn’t take all the credit but collaborated effectively with others, has a better chance – a much better opportunity – of being hired.

The Stark Difference Between Anxious and Interested

Let’s be generous for a second:

In most cases, the candidate who feels compelled to blurt out how well he or she works well with people (or others … a distinction without a difference) runs the real risk of coming across as hungry and anxious.workwell2

Hiring managers are not welfare agencies. They are not there to feed the hungry or heal the sick. They are there to recruit the best and the brightest to solve problems and perform miracles.

Some candidates feel compelled to incorporate “objectives” right at the top of their resumes, declaring they are seeking a position in a given field.

Well, duh!

Didn’t you already make that point in your cover letter?

The smart applicants start with a “profile,” detailing their individual value, accomplishments and what she or he is bringing to the party. These wise contenders immediately demonstrate through concrete examples their ROI.

They also speak in the language of the company, the agency, the non-profit, and the public sector agency.

Instead of “you know,” “you guys,” “me and my team,’ and Almost DailyBrett’s favorite, “stuff,” the prepared applicant talks about driving the top and bottom lines, fiduciary and corporate social responsibility, and enhancing SEO and SEM.

In short, they speak the language and signal it will not take long to become totally fluent in whatever serves as the Raison d’ etat for the entity doing the hiring.

Yes, the wise candidate understands very clearly how the hiring manager’s company makes money, which even applies to non-profits.

As you will note, this is not the first time your author has written about this subject. Just like cock roaches this offending phrase instead of going away is actually multiplying.

It’s time … not it’s past time … deep-six this horrific, “I really work well with people,” before another hiring manager has to excuse herself or himself from the table.

https://www.google.com/?gws_rd=ssl#q=I+Really+Work+Well+with+People

https://www.livecareer.com/interview-questions/how-well-you-work-people-you-prefer-working-alone

http://jobsearch.about.com/od/interview-you/qt/working-with-people.htm

http://www.forbes.com/sites/jacquelynsmith/2013/11/15/the-20-people-skills-you-need-to-succeed-at-work/#74d85a6264b5

https://almostdailybrett.wordpress.com/2015/07/18/online-college-not-good-enough-for-pr/

https://almostdailybrett.wordpress.com/2014/06/08/i-really-work-well-with-people/

 

 

 

We gotta flip the script on what a gangsta is – if you ain’t a gardener, you ain’t gangsta.” – South Central Los Angeles community gardener/TED Talk sensation Ron Finleyfinley

Everyone still talks about Steve Jobs.

And why wouldn’t they? He invented the Apple II, Macintosh PC, first modern laptop, iPod, iPhone, iPad and iCloud before the Grim Reaper came-a-calling way too early. Heck, he was born only 18 days before little ole me, but accomplished oh-so-much more in his lifetime … kind of humbling.

From a communications standpoint, Jobs also pioneered (or was generally given credit for) the speaking style consisting of an iconic black turtleneck, ill-fitting jeans, tennis shoes, a lavaliere microphone, clicker/pointer, absolutely no speaker notes and of course, a professorial PowerPoint presentation.

Advanced Apple class was in session and you were lucky to attend.

Will Jobs go down in history as one of the greatest-ever orators? Probably not.

Were his audiences (e.g., Macworld) almost cult-like in their devotion of everything and anything, Apple? Is Pope Francis, Catholic?

And yet his presentations worked, and they worked big time.jobswithipad

The Steve Jobs-presentation method was a welcome departure from the stale, dry, boring, tried-and-true (usually an) hombre in a Brooks Brothers suit with a white shirt and red tie standing behind a podium and worst of all, reading to an audience. The real question each and every time with this tired approach is whether the listeners stop listening before the speaker stops speaking?

Better take the “under” on that bet.

The author of Almost DailyBrett has little, if no patience with telemarketers calling at precisely the wrong time of the day or night (which would be any time), and most of all reading over the phone with my name inserted into a prescribed point of the marketing pitch. Please, don’t read to me.

Okay reading from a text may be a necessary evil for the State of the Union Address, but keep in mind we are talking about reading from a teleprompter and not gazing down at a text. Think of it this way: Reading from a script is just so 20th Century.

Which brings us to Ron Finley and community gardening or as he so eloquently implores: “Plant some shit.”

Keep It Simple Stupid (KISS)

“If kids grow kale, kids eat kale. It they grow tomatoes, they eat tomatoes.” – Ron Finley February 2013 Long Beach, California TED Talk

Can’t help but show Finley’s 10:45-minute presentation to my public relations and advertising students. Maybe without knowing it, Finley tinkered with venture capitalist Guy Kawasaki’s 10-20-30 rule (e.g., 10 slides, 20 minutes, 30-point font) and made it work for him … and most of all, for his audience. The video of his TED talk went viral with more than 2.35 million page views and counting.

“Gardening is the most therapeutic and defiant act you can do, especially in the inner city … plus you get strawberries.”

The PowerPoint slides are not particularly spiffy, but that really doesn’t matter. The photos of smiling kids beside sun flowers and vegetables tell the story. You are not expecting a polished presentation and in many respects Finley’s talk is better because you instinctively know it is genuine and not designed by a skilled Integrated Marketing Communications (IMC) firm.

He weaves humor into his story, but also the chilling reality about how “drive-thrus” are responsible for more deaths in South Central Los Angeles than “drive-bys.” Presumably, he appeals to liberals because he talks about how residents came together to plant community gardens. Conceivably, he draws positive attention from conservatives with his entrepreneurial spirit and his defiance of an unthinking, uncaring overbearing regulatory bureaucracy (e.g., The City of Los Angeles), which issues him a citation and threatens him with an arrest warrant, if he does not pull out his city parkway garden.

“Cool. Bring it. Because this time it (the garden) wasn’t coming up.”

Ron Finley, renegade gardener, on stage at TED2013

Ron Finley, renegade gardener, on stage at TED2013

Finley uses the classic marketing approach to address the issue of dearth of healthy nutrition choices, which is so beautiful in its simplicity: Here is the problem (food deserts) and here is a solution (planting vegetables and fruits along unused median strips in South Central).

“The problem is the solution. Food is the problem. Food is a solution.”

Does Ron Finley have glossophobia or the fear of public speaking? Not a chance. He seemed very comfortable speaking to the TED Talk crowd, which rewarded him with a standing ovation.

Wonder if he would have generated the same response, if he tried to read to the audience? That’s the point: The Jobs presentation method, TED Talks and the Ron Finley approach rely on holding a conversation with the audience with the linear PowerPoint slides mainly serving as prompts.

The net result is a presentation that is natural, conversational, genuine and which invites two-way symmetrical communications.

Sounds so 21st Century to Almost DailyBrett.

http://www.ted.com/talks/ron_finley_a_guerilla_gardener_in_south_central_la?language=en

http://www.wsj.com/articles/SB10001424127887323699704578326840038605324?mg=id-wsj

http://www.nytimes.com/2013/05/05/fashion/urban-gardening-an-appleseed-with-attitude.html?_r=0

http://ronfinley.com/

https://www.youtube.com/watch?v=FtBpZltfR7o

https://en.wikipedia.org/?title=Steve_Jobs

 

The University of Google is where I got my degree from.” – Anti-Vaccine Activist and Blonde Celebrity Jenny McCarthyjenny

“Even for scientists, the scientific method is a hard discipline. Like the rest of us, they’re vulnerable to what they call ‘confirmation bias’ – the tendency to look for and see only evidence that confirms what they already believe.” – Joel Achenbach of the Washington Post, writing for National Geographic

There have been a lot of –isms in global history … most of them were/are not good, even though a few of them are more than okay (e.g., Buddhism).

It seems like there is a relatively new –ism that is building in intensity in the First World: Foodism.

And with Foodism come its adherents/zealots: The Foodinistas.

It’s not hard to find this rapidly replicating species as its high-rent habitat keeps expanding from shade-growing, free-trade coffee with soy stands to gluten-free bakeries to vegan & veggie restaurants to über-expensive, organic Whole Foods.gluten-freefallon

And the frenzy does not stop there. How about the continued ban toward adding natural mineral fluoride in the water of Portland, Oregon? How about those who adamantly refuse to vaccinate their children against whooping-cough, measles and other diseases? And let’s not forget what columnist Charles Krauthammer has labeled, the narcissistic pursuit of the home-birth “experience”?

Like the devotees of other –isms of history, the Foodinistas are almost religious in their devotion to their cause(s), even though they are usually secular in their orientation. They are armed with their increasingly wireless Google, Bing or Yahoo search engines. Literally in nano-seconds with their personal “filter bubbles” they can find what they are looking for and conveniently ignore all the rest.

If you care to spend time with them (if you must), you will find bright, highly educated, well-compensated Foodinistas, inhabiting aware enclaves such as San Francisco, Marin, Sonoma and Alameda Counties (e.g., California examples), who are more than happy to proclaim the overwhelming virtues of their shade grown, gluten-free, pro-GMO labeling, anti-vaccination, pro home-birth, anti-vaccination, veggie/vegan existence.

First-World Starvation?

Foodinistas are hungry; they are always hungry, which means food is always top of mind. Is there any wonder why humor is not in great supply with this crowd? A growling stomach and a good time don’t typically go hand-in-hand.

Even though we live in the richest country on the planet, the one that has more than its fair share of food choices in its supermarkets and restaurants, there are ever-more that Foodinistas will not eat as opposed to what they will actually consume. And as time goes on and more pseudo-science articles are posted online, their acceptable food groups shrink even further as they grow more “mature.”chemicals

Some will chop veggies for two, three, four hours or longer in order to prepare a vegan feast (hold the honey, honey; it belongs to the bees). Guess what? The process is repeated for the next meal and the next and the next and …

In an extreme case, a Foodinista will break the vegan fast for a (gasp!) vegetarian meal on Fridays, only on Fridays. There is no alteration of this pattern permitted. The Swallows of Capistrano wish they could be this predictable.

A gluten-free prince or princess will challenge everything that is being served including white and red wine. What do grapes have to do with the gluten in grains?

And what are some of the places that require labeling of genetically modified foods (GMOs)? How about China, Russia and Vermont? Maybe Vladimir Putin will next annex Ben and Jerry’s?

Is increasingly legal, taxed, regulated medicinal marijuana gluten free? Almost DailyBrett can see the coming Integrated Marketing Communications (IMC) roll-out for gluten-free weed.

Pass the coconut oil

“The people who believe that vaccines cause autism, often well-educated and affluent — are undermining ‘herd immunity’ to such diseases as whooping-cough and measles.” — Joel Achenbach of the Washington Post, writing for National Geographic

Is it just Jimmy Fallon, little ole me and a few others who see that this Foodism religion taking on even more Kool-Aid drinking zealots?filterbubble

And what are the consequences of the behavior of Foodinistas? It ranges from forcing even more to listen to one more narcissistic epic tale of triumph over gluten and Porterhouses to the unnecessary spread of measles and other diseases. Have these folks ever weighed the impact of their behavior on their own personal brand and reputation? The most important public relations are personal public relations.

One would think that we have enough to worry about including the record $18 trillion+ and climbing federal deficit, ISIS atrocities, rampant obesity, whether the majority of Millennials will be able to buy a home anytime in their lifetimes, and if way too many Baby Boomers will live years/decades longer than their retirement funds. There are others who are obsessed with food: They live in the Third World.

Almost DailyBrett will humbly argue there are real issues that deserve our attention, not whether a scone is gluten free or not or whether it is safe to engage in have-a-blast vegetarianism on any day other than Friday.

Something tells me that fun and Foodism are two F-bombs that don’t go well together.

http://ngm.nationalgeographic.com/2015/03/science-doubters/barnes-photography

http://articles.chicagotribune.com/1996-05-27/news/9605270029_1_midwife-first-child-childbirth

http://www.forbes.com/sites/jonentine/2014/08/25/why-liberal-americans-are-turning-against-gmo-labeling/

http://en.wikipedia.org/wiki/Filter_bubble

 

 

‘So guys, it’s just you and your honey. The setting is perfect. But then erectile dysfunction happens again. Plenty of guys have this issue — not just getting an erection, but keeping it.” – Linette Beaumont speaking to millions of men about their problem stiffies.

linette

Men have been listening to women – particularly confident, intelligent, beguiling, beautiful women — ever since the Book of Genesis.

Wonder if Eve had a British accent?

“Care for an apple, mate?”

Did Adam have to worry about the dreaded four-hour erection? (Almost DailyBrett just hates it, when “that” happens again)

One thing is certain: The First Couple (not referring to Barack and Michelle) did not have HDTV, 60-second television spots or publicly traded pharmaceutical companies looking to break away from competition to revive limp sales performances.

Think of it this way: Adam and Eve were in paradise. Conceivably, Adam was able to perform without a little blue pill … What’s this?

British soap actress Linette Beaumont, 44, is in a gorgeous tropical setting.

She is wearing (not wearing) a very suggestive sarong. She has a come-hither expression.

She is talking to men, directly to men using the Mother Tongue of Empire.

And with it, Pfizer is differentiating its ED pharmaceutical product (e.g., Viagra) from its rival Cialis by Lilly. In particular, Pfizer is talking to millions of men not only about securing an erection, but sustaining it for the length of a lovemaking session. This is a real issue and Linette Beaumont is taking it on with a little sex appeal thrown in.

Besides the world only needs one pair of dueling bathtubs.

“Differentiation” Is A Good Thing

Even though they were only 21-years-old, Mick Jagger and Keith Richards were smart enough to realize the world only needed one, Beatles. The Rolling Stones had to be different, a little more seedy, a little more edgy, and maybe more than a tad bad than the Fab Four. Mission accomplished.

Hertz and Avis both rent cars, but Avis tries harder. United, American and Southwest all fly people to different airports, but Southwest has “festival seating,” happier flight attendants and no fees for checked bags.

Sometimes companies don’t even want to acknowledge the mere existence of rivals (e.g., Coke management in Atlanta to Pepsi management in Purchase, N.Y.), but if a business is worth pursuing it will inevitably draw rivals.

Pfizer may have been first with a workable ED drug in 1998 (e.g., Viagra, the little blue pill), but it eventually drew competition from Lilly’s Cialis and Bayer’s Levitra. Even though the purpose and the effect of these drugs are to promote and sustain what the British call, stiffies, they are relatively the same.

Pfizer and Lilly in particular aimed its television advertising (e.g., sports programming) at the maturing male demographic that is starting to experience hydraulic issues at precisely the wrong time (any time is the wrong time). Lilly’s Cialis was marketed as one every 24-hours, making one ready for prime time anytime.cialis

Cialis employed the dueling bathtubs (still trying to figure that one out) and loving (or soon to be loving) couples stumbling onto the ultimate idea to spice up their intimate lives. Anyone with ESECPN or ESECPN2 via cable or satellite has seen these ads. As a result, we have conjured up how horrible it is to endure the 240-minute salute, and all had a good laugh about it. Virtually all of us (even our female company) are now numb to the daily discussion of erectile dysfunction.

Enter Linette Beaumont and Her Sweeping Blue Sarong

Some have suggested that Linette is talking to women. Don’t think so.

She is talking directly to men, the kind of men who are getting a little concerned about their ability to perform and sustain. She is reassuring and inviting at the same time, just the girl across the pond who wears only a sarong on an unmade bed in an outdoor tropical locale. As they say, ‘Sex sells.’

There is something mesmerizing about the BBDO one-minute spot, which is a huge accomplishment in this bury-your-nose-into-your-mobile- device-“Big-Data” era.

Paid, Earned and Owned media platform integrated marketing communications pros are increasingly challenged about how to rise above the noise in our one-or-two nanosecond, attention-span world.

Linette in her sarong with her native British accent works. BBDO and the management at Pfizer (NYSE: PFE) deserve to take a bow.

Only two questions remain:

Will Linette make a glorious return for the Super Bowl?

If so, what will she (not) be wearing?

Goodbye to the underperforming stiffy?

http://www.youtube.com/watch?v=L_ETKkt2r80

http://adage.com/article/cmo-strategy/pfizer-direct-approach-viagra/295206/

http://www.forbes.com/sites/johnlamattina/2014/10/06/new-viagra-tv-ad-should-be-dropped/

http://www.today.com/money/new-viagra-ad-first-feature-only-woman-2D80183594

http://www.dailymail.co.uk/femail/article-2774693/Viagra-ads-target-women-1st-time.html

http://www.dailymail.co.uk/news/article-2786867/the-reassuring-british-blonde-soap-actress-s-tv-sensation-woman-advertise-viagra.html

http://www.cialis.com/

http://www.levitra.com/

http://en.wikipedia.org/wiki/The_Blue_Lagoon_(1980_film)

http://dictionary.cambridge.org/us/dictionary/british/stiffy

 

 

 

 

 

 

“There you go again.” – Ronald Reagan debating Jimmy Carter in 1980

Wonder why more than a few consider “corporate social responsibility” to be an oxymoron?

Can corporations, especially publicly traded companies, serve both masters: fiduciary responsibility (do well) and CSR (do good)? It can be done, but the effort has to be sincere and meaningful.

Sorry 5-hour ENERGY®. There you go again.

5-hourvets

First, Living Essentials (parent of 5-hour ENERGY) mounted a mucho grande marketing campaign with special pink raspberry bottles in order to make an un poquito contribution to Living Beyond Breast Cancer (LBBC). The Integrated Marketing Communications (IMC) campaign even came with a plethora of television ads and a specially decaled NASCAR racer being driven by Clint Bowyer

Now, it is time for yet another mucho grande marketing campaign with special red-white-blue bottles in order make another un poquito contribution, this one to the Special Operations Warrior Foundation (SOWF). Do you think that 5-hour ENERGY just commissioned another specially marked Bowyer stock car for the occasion?

Does a bear relieve itself in the woods?

In addition, the company even sponsored a 400-mile NASCAR race in Kansas just in case you missed any of 5-hour ENERGY’s ads.

Even in-your-face syndicated radio sports jock Jim Rome got into the act, pimping for these $2.99 (today’s retail price) red-white-blue bottles of 5-hour SPEED.

And how much will be raised for the wounded vets? (Drum roll) Not less than $75,000.

Wasn’t the $75,000 minimum the same figure for when 5-hour ENERGY contributed a nickel from the sale of each $2.99 pink bottle (less than 2 percent of retail) to the breast cancer foundation?

Why is Almost DailyBrett underwhelmed?

Real Corporate Social Responsibility

“It is amazing what you can accomplish if you do not care who gets the credit,” – Harry Truman

SBUXCI
Contrast the shameless 5-hour ENERGY CSR-in-disguise campaign with the synergistic relationship between Starbucks (NASDAQ: SBUX) and Conservation International (CI) on behalf of the environment and the farmers in the Chiapas region of Mexico. This is the same case that was examined in-depth by Harvard Business Review. 

The relationship between the for-profit Starbucks and the NGO Conservation International took time to develop. Starbucks wanted to help, but it insisted on not compromising the quality of its mild Arabica coffee beans for its discerning customer base. In the end the two disparate entities teamed in setting standards for Starbucks’ coffee supply chain in the Chiapas including the planting of shade trees and no coffee pulp being thrown into the rivers.

Just imagine, Starbucks and its NGO partner, Conservation International, accomplished impressive deeds together without the need for specially marked cups or a spiffy race car.

This same is true for Ronald McDonald House Charities, including the 338 Ronald McDonald houses around the world, a direct offshoot of the fortune made by McDonald’s founder Ray Kroc. Ditto of the Home Depot Foundation and its $1.5 million partnership with Habitat for Humanity to build homes for veterans.

Let’s not forget Nike founder Phil Knight’s $100 million contribution for the Knight Cancer Institute at Oregon Health & Science University (OHSU), and another $125 million for the OHSU Cardiovascular Institute. There were also some celebrated “Uncle Phil” contributions to the University of Oregon and Stanford University.

And of course we need to salute the efforts of another billionaire, Bill Gates and his spouse Melinda, establishing the Bill and Melinda Gates foundation. The foundation’s $38.3 billion endowment targets promoting health care and reducing extreme poverty around the world.

“Pink Washing” Close Call

kfc

Before 5-hour ENERGY got into the Think Pink act, YUM Brands’ KFC Division launched a controversial “Buckets for the Cure” campaign benefitting the Susan G. Komen Foundation.to combat breast cancer. A portion of the sale of each specially marked bucket of grilled chicken was devoted to the work of the Komen foundation.

Some have called this effort true CSR. Others have labeled it, Pink Washing. Whichever way one comes down on the “tastes great” vs. “less filling” divide, there is no question that KFC raised a reported $4.2 million to combat and find a cure for breast cancer.

There are many, who simply do not like KFC (formerly Kentucky Fried Chicken) and will not see anything positive undertaken by the company. Having said that, there is a legitimate debate whether “Buckets for the Cure” was a crafty marketing campaign, a well-intentioned CSR thrust or a combination of the two. Let the Fiduciary Responsibility vs. Corporate Social Responsibility debate commence!

5-hourspecial

When it comes to 5-hour ENERGY and its guarantee of $75,000 to the wounded vets, compared to its massive marketing campaign, NASCAR race and race car, one has to make the call:

5-hour ENERGY once again stands guilty of disguising its massive for-profit marketing campaign as an attempt to help (fill-in-the-blank).

There you go again.

http://www.5hourenergy.com/5hrNews-2014-04-14.asp

https://almostdailybrett.wordpress.com/2013/10/10/5-hour-pink-washing/

https://almostdailybrett.wordpress.com/2011/12/05/lattes-cappuccinos-mochas-and-csr/

http://www.hbs.edu/faculty/Pages/profile.aspx?facId=6413&facInfo=pub

http://www.brainyquote.com/quotes/quotes/h/harrystru109615.html

http://www.rmhc.org/what-we-do

http://www.homedepotfoundation.org/page/our-partners/habitat-for-humanity-international

https://almostdailybrett.wordpress.com/2012/10/11/buckets-for-the-cure/

https://almostdailybrett.wordpress.com/2012/09/25/taxing-uncle-phil-to-death/

http://en.wikipedia.org/wiki/Bill_%26_Melinda_Gates_Foundation

https://almostdailybrett.wordpress.com/2011/12/13/fiduciary-responsibility-vs-corporate-social-responsibility/

http://www.nascar.com/en_us/race-center/sprint-cup-series/5-hour-energy-400.html

 

 

 

 

 

 

 

 

 

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