When To End A Cause-related Marketing Relationship

Normally, when it comes to cause-related marketing I would say that longer relationships are better for sponsor and charity. Think Rolling Stones and U2 not Cream or Soft Cell. That’s because cause marketing is a form of co-branding and like any branding endeavor it takes years to for brands to achieve high customer awareness. Frequently changing partners confuses your customers.

For instance, I guarantee you that even after more than 10 plus years of deep association, in a test of unaided recall remarkably few people would be able to identify that Subway Sandwiches and the American Heart Association are co-branded partners.

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