Brand spirit

The only guide to understanding and making the most of one of the hottest trends in branding todayNothing builds brand loyalty among today?s increasingly skeptical, hard-to-please consumers like a proven commitment to a worthy cause on the part of a company. Known as Cause Related Marketing (CRM), this approach to branding has gained a great deal of momentum over the past decade, thanks, in no small part, to such recent, notable examples as McDonald?s commitment to saving the rain forests and BMW&