Martin Lindstrom interviews my hero Seth Godin for 5 minutes on his attitude towards companies using charitable work as a marketing gimmick.
Seth’s opinion? Still a huge number of people don’t care about clubbing baby seals or greenhouse gas, so why would a company want to use this strategy if it’s not useful to their bottom line? ” The people who really stand for something will connect with the people who care” says Seth, so only those companies who are genuine about their philanthropic participation should shout about it.
Fear not. Authenticity and integrity will prevail!
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