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The Emergence of Brand Philanthropy
Industrial Revolution Gilded Age
UrbanAge
Charity Vs. Philanthropy
My Observation
The shift from interruptive model of communications to engagement means brands must add real value to the lives of city dwellers
Problem with city dwelling Brand Example
Traffic and pollution Barclays London Bike Scheme
Health Converse Open Gym
Solitary Existence Heineken StarPlayer
Connection with nature Wieckse Zonnerradar
Play Bing Decode
Why Brand Philanthropy?
1. Encourages brands to be ambitious
2. Makes branded utility relevant to a broader groups of brands
3. Ensures that CSR is at the heart of what a brand does
4. Ensures that CSR-style activities have a mutual benefit between city-dwellers and brands that target them.