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Just Good Business by Kellie McElhaney

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25

Chapter 2 CAPTURING THE POWER OF BRANDING

Brand is everything, the stuff you want to communicate to consumers and the stuff you communicate despite yourself.

David F. D’Alessandro, Brand Warfare

One Saturday afternoon my two daughters, ages six and eight, had a conversation that illustrates the power of CSR messaging.

“You only need one napkin, Juliana. Don’t you know what napkins are made of?” Isabel, the eight-year-old asked. Juliana remained completely uninterested, true to her six-year-old self. “Napkins are made of paper. And do you know where paper comes from?” Isabel pressed on. “Paper comes from trees. And do you know what lives in trees? Animals live in trees.”

At this point, Juliana, who adores animals, houses snails in her underwear ...

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