Just Good Business

PART II Connecting CSR Strategy and Brand— Seven Rules of the Road

So far, we’ve explored why you should take the next step beyond simply doing something good called CSR—the step of turning it into a key corporate strategy, aligned with your core objectives and competencies. We’ve also explored the power of branding your CSR efforts by communicating those efforts to customers, vendors, shareholders, and other stakeholders and closely linking them to your products and services.

In Part II, we will consider how to leverage the power of branding your CSR efforts, and we will explore a framework of seven principles for effective CSR branding: know thyself, get a good fit, be consistent, simplify, work from the inside out, know your customer, and ...