May 20, 2009

CSR Called the New ‘Branded Content’

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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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