Creating a Cause Brand

Causes and cause brands are different than regular products or services. Typically, there is some larger engagement with consumers -- beyond purchase or use of a product. You must enroll followers in your cause, often through the actions and activities of your consumers. So how do you do that?

1) An effective cause requires:

a. A clearly stated goal to be achieved – such as eliminate malaria, get Obama elected, reduce childhood obesity

b. A sense of urgency

c. Proof points of the cause's progress/results – Obama touts fundraising, number of donors/volunteers, new registered voters

d. Clear and multiple ways to get involved beyond giving money

e. A rapid response and broad channel communications capability

2) Your brand must have an opinion and must stand for something. What does it have to say?

3) The opinion of your brand must begin with/come from your leader. Movements need leaders.

4) The mission of the cause and your brand's involvement must be authentic. Consumers are cynical and will not abide disingenuous motives. For example, it will be difficult for Exxon and BP to lead an effort to affect climate change. Their conflicted position does not allow them to be leaders of this cause. They can support it, but not lead it