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Synopsis: What follows in the pages ahead is the competitive advantage you have been searching for.  Let's take a few things as assumptions.  You already have a great product.  Clearly, in today's competitive business environment, there is no substitute for excellence of product, executive leadership and staffing, as well as providing top-notch customer care.  That's all the price of admission to the business ballpark.  This book starts assuming those are in place. If they're not, put this book down and go back to the beginning.  If they are, let's move forward.  Consider this the new marketing of the 21st century.  
 
Every company wants to do the same thing. Build a good strong name, sell lots of goods or services and future proof the company. Future proofing your company means building a company name that allows you to immediately put a new product on the shelves and have people buy it because they trust the name. Nike has done their job well. They built the name with lots of great image ads, however very few actually focus on a specific shoe or product. While Nike has done it with big ad spending another shoe company has done it without the big media buys.  Toms, the start up shoe company who basically took Asian workers soft shoes and put them on the feet of men and women in some of the most trendy and fashionable neighborhoods in America, selling them for $40 and up a pair.  We hear this about Toms all the time: "I don't wear these shoes because they look beautiful or they are the best things for my feet. I wear them because I like what the company is about."  Basically consumers feel good about the fact that they have a pair or Toms on their feet.  Why? Because the shoes are a symbol of good social conscience and people are proud to display the symbol. Toms tiny ad campaign has been based on their corporate giving program- a pair of shoes to a kid who would otherwise not have shoes for every pair you buy. One for one.
People will support your company if they really know you're doing the right thing. That's what a successful corporate image is about for the future. And the world is watching and talking about you if you do the right thing. That's the best advertising you can hope for.  But guess what. The world is also watching if you do the wrong thing.  And that news spreads just as fast or faster.

This is the future of marketing, so embrace it and create a sustainable image, brand and company. The world is heading in this direction.  Companies that do not follow along will be guilty of marketing malpractice.

From the Author: T3 CAUSE MARKETING - GIVING TIME, TALENT & TREASURE 
American Express coined the term " cause marketing" in 1983 to describe its campaign to restore the Statue of Liberty. For this monumental project, the company pledged a penny for every transaction and a dollar for every new American Express account that was opened during a four-month period. AE customers loved this patriotic campaign and promoted it by word of mouth, raising $1.75 million to give the American icon a new luster.

Since then, thousands of companies have undertaken some form of cause marketing. Edelman, the world's largest public-relations firm, reports that two-thirds of consumers believe it's no longer enough for corporations to merely give money away, ...they must integrate good causes into their day-to-day business. Successful cause marketers see significant increase in sales and profits when they champion the causes of their customers.

T3 corporations are especially proficient at cause marketing because their people live and breathe the causes they support. Indeed, companies exist to meet specific needs they have targeted.At the same time they provide goods and services that enable people to thrive, they generate millions in profits to expand that support in the future.

Let's face it: Global needs cannot be met by government subsidy or aristocratic largesse; the needs are simply too great. We see it in the economic crisis of Greece and Spain, where unemployment now surpasses 25 percent, the worst peacetime record that industrialized nations have known since the Great Depression. We see it in the burgeoning health-care crisis of the United States, where some employees' benefit packages now exceed their take-home pay. We see it in large insurance companies' refusal to write homeowner policies in coastal states because they can no longer cover losses related to climate change.There are practical limits to the taxes that governments can charge and donation levels that individuals can sustain.

But there is no limit to the potential profits of social entrepreneurs. "Many of today's entrepreneurs are building their businesses...on the idea of fulfilling a new kind of social contract," writes Ann Charles, "one in which organizations voluntarily take responsibility for the 'triple bottom line': people, planet, and profits." This opens the door to some exciting new possibilities. 
Think about it: 

Since we can't contribute our way to a solution of our social problems, what if we could consume our way to it?What if our growing demand for food, clothing, shelter, and energy generated a growing cash flow to help the poor, homeless, malnourished people among us? This is the vision of social entrepreneurs. It's the story of hope that T3 corporations communicate through their cause marketing.

When consumers see that a company invests its time, talent and treasure to meet a massive human need, they want to become part of its story. They want to patronize its product and services to strengthen its societal impact. Cause marketing plays a vital role in this process. It identifies consumers most interested in a particular cause, and connects them with an organization devoted to that cause.
Compassionate Consumption - Imagine a world where consumers look for a "Compassionate Consumption" seal on the things they buy―a simple logo or symbol that says the company behind that product actively supports the community it serves. The result could be similar to what has happened since manufacturers began putting eco-friendly stickers on their products. 

Given a choice between two competing products, consumers are more likely to buy one that represents "Compassionate Consumption," even if it costs a bit more.

If a consumer purchases a product or uses a service with the "Compassionate Consumption" seal, the transaction has a multiplier effect. The consumer receives a high-quality product made in an environmentally friendly way, while meeting the needs of people in distant countries, who can help their neighbors in turn. Traditional consumption depletes limited resources, generates toxic waste, and widens the cultural chasm between the "have's" and "have-not's" of our world. But Compassionate Consumption unleashes an amazing amount of human potential for good, like a nuclear chain reaction unlocks the potential in a tiny bit of metal to power a metropolis. 

A CORPORATE PLEDGELet's pursue the vision a bit farther. It's reasonable to assume that companies using the "Compassionate Consumption" label would subscribe to certain standards, so that the public knows what they stand for. Here's what a "Compassionate Consumption" pledge might say:

We give radically, live passionately, and create lives of impact, influence, success, and significance for every one of our employees and clients, as well as their clients and customers.

We will help ordinary people make an extraordinary impact on their world. Whenever possible, we enable needy people to address their own needs, rather than making them dependent on financial aid.

* We focus on T3 principles in the conduct of our business. We teach our employees, customers, and investors to give their Time, Talent, and Treasure to improve the communities we serve.

These concise statements reveal that T3 marketers have a world view completely different from that of their competitors.

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Book Description Createspace, United States, 2013. Paperback. Book Condition: New. Language: English . Brand New Book ***** Print on Demand *****. What follows in the pages ahead is the competitive advantage you have been searching for. Let s take a few things as assumptions. You already have a great product. Clearly, in today s competitive business environment, there is no substitute for excellence of product, executive leadership and staffing, as well as providing top-notch customer care. That s all the price of admission to the business ballpark. This book starts assuming those are in place. If they re not, put this book down and go back to the beginning. If they are, let s move forward. Consider this the new marketing of the 21st century. Every company wants to do the same thing. Build a good strong name, sell lots of goods or services and future proof the company. Future proofing your company means building a company name that allows you to immediately put a new product on the shelves and have people buy it because they trust the name. Nike has done their job well. They built the name with lots of great image ads, however very few actually focus on a specific shoe or product. While Nike has done it with big ad spending another shoe company has done it without the big media buys. Toms, the start up shoe company who basically took Asian workers soft shoes and put them on the feet of men and women in some of the most trendy and fashionable neighborhoods in America, selling them for $40 and up a pair. We hear this about Toms all the time: I don t wear these shoes because they look beautiful or they are the best things for my feet. I wear them because I like what the company is about. Basically consumers feel good about the fact that they have a pair or Toms on their feet. Why? Because the shoes are a symbol of good social conscience and people are proud to display the symbol. Toms tiny ad campaign has been based on their corporate giving program- a pair of shoes to a kid who would otherwise not have shoes for every pair you buy. One for one. People will support your company if they really know you re doing the right thing. That s what a successful corporate image is about for the future. And the world is watching and talking about you if you do the right thing. That s the best advertising you can hope for. But guess what. The world is also watching if you do the wrong thing. And that news spreads just as fast or faster. This is the future of marketing, so embrace it and create a sustainable image, brand and company. The world is heading in this direction. Companies that do not follow along will be guilty of marketing malpractice. Bookseller Inventory # APC9781484921999

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Book Description Createspace, United States, 2013. Paperback. Book Condition: New. Language: English . Brand New Book ***** Print on Demand *****.What follows in the pages ahead is the competitive advantage you have been searching for. Let s take a few things as assumptions. You already have a great product. Clearly, in today s competitive business environment, there is no substitute for excellence of product, executive leadership and staffing, as well as providing top-notch customer care. That s all the price of admission to the business ballpark. This book starts assuming those are in place. If they re not, put this book down and go back to the beginning. If they are, let s move forward. Consider this the new marketing of the 21st century. Every company wants to do the same thing. Build a good strong name, sell lots of goods or services and future proof the company. Future proofing your company means building a company name that allows you to immediately put a new product on the shelves and have people buy it because they trust the name. Nike has done their job well. They built the name with lots of great image ads, however very few actually focus on a specific shoe or product. While Nike has done it with big ad spending another shoe company has done it without the big media buys. Toms, the start up shoe company who basically took Asian workers soft shoes and put them on the feet of men and women in some of the most trendy and fashionable neighborhoods in America, selling them for $40 and up a pair. We hear this about Toms all the time: I don t wear these shoes because they look beautiful or they are the best things for my feet. I wear them because I like what the company is about. Basically consumers feel good about the fact that they have a pair or Toms on their feet. Why? Because the shoes are a symbol of good social conscience and people are proud to display the symbol. Toms tiny ad campaign has been based on their corporate giving program- a pair of shoes to a kid who would otherwise not have shoes for every pair you buy. One for one. People will support your company if they really know you re doing the right thing. That s what a successful corporate image is about for the future. And the world is watching and talking about you if you do the right thing. That s the best advertising you can hope for. But guess what. The world is also watching if you do the wrong thing. And that news spreads just as fast or faster. This is the future of marketing, so embrace it and create a sustainable image, brand and company. The world is heading in this direction. Companies that do not follow along will be guilty of marketing malpractice. Bookseller Inventory # APC9781484921999

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Book Description Createspace. Paperback. Book Condition: New. This item is printed on demand. Paperback. 250 pages. Dimensions: 9.0in. x 6.0in. x 0.3in.What follows in the pages ahead is the competitive advantage you have been searching for. Lets take a few things as assumptions. You already have a great product. Clearly, in todays competitive business environment, there is no substitute for excellence of product, executive leadership and staffing, as well as providing top-notch customer care. Thats all the price of admission to the business ballpark. This book starts assuming those are in place. If theyre not, put this book down and go back to the beginning. If they are, lets move forward. Consider this the new marketing of the 21st century. Every company wants to do the same thing. Build a good strong name, sell lots of goods or services and future proof the company. Future proofing your company means building a company name that allows you to immediately put a new product on the shelves and have people buy it because they trust the name. Nike has done their job well. They built the name with lots of great image ads, however very few actually focus on a specific shoe or product. While Nike has done it with big ad spending another shoe company has done it without the big media buys. Toms, the start up shoe company who basically took Asian workers soft shoes and put them on the feet of men and women in some of the most trendy and fashionable neighborhoods in America, selling them for 40 and up a pair. We hear this about Toms all the time: I dont wear these shoes because they look beautiful or they are the best things for my feet. I wear them because I like what the company is about. Basically consumers feel good about the fact that they have a pair or Toms on their feet. Why Because the shoes are a symbol of good social conscience and people are proud to display the symbol. Toms tiny ad campaign has been based on their corporate giving program- a pair of shoes to a kid who would otherwise not have shoes for every pair you buy. One for one. People will support your company if they really know youre doing the right thing. Thats what a successful corporate image is about for the future. And the world is watching and talking about you if you do the right thing. Thats the best advertising you can hope for. But guess what. The world is also watching if you do the wrong thing. And that news spreads just as fast or faster. This is the future of marketing, so embrace it and create a sustainable image, brand and company. The world is heading in this direction. Companies that do not follow along will be guilty of marketing malpractice. This item ships from La Vergne,TN. Paperback. Bookseller Inventory # 9781484921999

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