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1. Introduction
2. Straight shooter
3. Do well by doing good
4. Consumers care (1)
5. Consumers care (2)
6. Young consumers really care
7. Employees care
8. Shareholders care
9. The triple bottom line
10. The press cares
11. The six principles
12. Start with sincere
13. Avoid causewashing
14. Anita Roddick
15. A business with a cause
16. The Body Shop
17. Dynamic founders
18. Reach for relevance
19. Not so relevant - diet coke and heart health
20. Product category relevance - Samsung
21. Product category relevance - Dell
22. Brita filters
23. Brita filters - layers of the program
24. Pampers 1 pack = 1 vaccine
25. Pampers' good cause
26. Product attribute relevance
27. Yoplait yogurt's good cause
28. Yoplait: save lids, save lives
29. Target relevance
30. Doritos
31. Patricia Martin's blog
32. True North snacks
33. The True North snacks winner
34. The True North snacks director
35. Geographic relevance
36. Dive in deep
37. Whirlpool and Habitat for humanity (1)
38. Whirlpool and Habitat for humanity (2)
39. Whirlpool and Habitat for humanity (3)
40. Create the compelling
41. Pedigree's campaign
42. The Pedigree Adoption Drive
43. Pedigree capitalizes on news events
44. Pedigree Super Bowl ad
45. Pedigree's doing good
46. Share your story
47. Kellogg's
48. Earn your stripes campaign
49. Website traffic- kelloggs.com & frostedflakes.com
50. Kellogg's campaign - viral effect
51. Year after year
52. Ronald McDonald house
53. MTV rock the vote
54. Ethos water
55. Starbucks
56. IPG emerging media lab
57. In closing
58. Summary of the principles
59. Thank you

Topics Covered

• Do well by doing good
• Consumers care
• The triple bottom line
• The six principles
• Start with sincere
• Avoid cause washing
• Anita Roddick
• A business with a cause
• Dynamic founders
• Product category relevance
• Product attribute relevance
• Target relevance
• Geographic relevance
• Create the compelling
• Share your story
• Earn your stripes campaign

Links

Series:

• Experiential Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on July 30, 2009