Here’s a tail of two brands collaborting for mutual benefit harm?
McDonalds and the Heart Foundation ‘Tick’.
I won’t bore you with all the details suffice to say McDonalds Australia paid $330K a year for the privilege. Sure the Heart Foundation tick isn’t on the french fries, but does this enhance either brand or simply breed greater cynacism for both corporations?
It’s no different for start ups, you’re judged by who you dance with.
“You’re judged by who you dance with” – that’s a nice way to put it. I liked it!
IMHO, brands doing damage and then patching it up with a little CSR budget doesn’t excite me. You might enjoy reading a post I had made about corporate social responsibility and brands that goes with this theme, on my advertising blog.
I think brand is a brand does.
farrukh
Stevie,
The best magicians in the world may execute a dozen carefully crafted (not Krafted) moves that lead to their ultimate goal: an illusion. Maccas (ah, Macaroni Cheese, Stevie) simply orchestrate the illusion on a much grander scale: “We are heading in the healthy direction dudes” trumpet their marketing mouthpieces. Joe Punchclock is well aware of how healthy Subway are. But hang on Joe, they encourage you to take up the “All the fizzy shit you can drink” option, eat their sugar laden, crap tasting cookies, and to buy packs of fat, masquerading as “Chips”. Wake up Joe!
Interesting comments.. 😀