May 20, 2009
CSR Called the New ‘Branded Content’
As more and more companies try to distinguish themselves by marketing their environmental stewardship and energy efficiency efforts, branding increasingly is coming down to how a company conveys its corporate social responsibility standards, according to Diana Verde Nieto, Chief Executive Officer of London-based Clownfish.
In Nieto’s commentary at MediaPost, she states that “Traditional communications are no longer sufficient for creating loyal fans or bringing the brand to the forefront.”
Instead, a company must reach out to the public in the digital sphere, engaging with entertainment vehicles on the….
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