Corporate Social Responsibility Komeil Jafarnezhad Professor Moreno

connecting strategy with brand SEVEN RULES OF THE ROAD

Integrate mission , true self Authentic branding First KNOW THYSELF Integrate mission , true self Authentic branding

Fit business goals Strengthen message in and out Link story to brand

Align with a non-profit Own the solution second FIND A GOOD FIT Align with a non-profit Own the solution

Campaign with substance Show company brand image Come through on promise

Communicate brand image Through whole company THird BE CONSISTENT Communicate brand image Through whole company

Get message out there Emotional connection, Stories tug heart strings

SIMPLIFY Simple messaging is best transmits easily fourth SIMPLIFY Simple messaging is best transmits easily

Communication Simple messages get read Must link to core brand

Fifth WORK FROM INSIDE OUT Employee ambassadors Word of mouth message

Spheres of influence Use internal engagement Perfect brand stewards

Practice what you preach Take care of your employees, Valuable assets

Consumers want healthy products Show CSR adds Sixth KNOW YOUR CUSTOMER Consumers want healthy products Show CSR adds

Use buying power Proactively push message What’s in it for me?

Know expectations will rise Worth taking the risk seventh TELL YOUR STORY Know expectations will rise Worth taking the risk

Backed up with substance Communicate confidence Show transparency

Consistency rules Construct simple clear message, Know less is better

Story has impact Tell the truth and Tell it fast stories trump All facts

Thanks for listening