Brands associating themselves to a larger social cause for their own benefit

Brands on a mission

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Saswata Das, co-founder and director at WOW Design

With intense competition and brand proliferation, today it has become a tough challenge for companies to create a unique product positioning in consumer minds. New-age consumers are not only educated and tech-savvy but are also becoming socially responsible. It is therefore very important for brand managers to find out innovative ways to influence consumers’ attitudes and purchase decisions. In this context, linking a brand to a social cause could be an effective marketing strategy. Saswata Das of Mumbai-based WOW Design writes about brands associating themselves to a larger social cause for their own benefit. Have you heard of Real Time Social Media? It’s supposedly a new tactic for marketers to capitalize on trending topics through discussions on social media for the brand’s benefit. What if I tell you that this isn’t a new thing or just confined to the online world. Several brands have piggy banked on trending topics or revolutions which have proven to be beneficial for the brand in the process. The rules of the game remain similar, you choose the trends relevant…

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