More brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. I mean 'wrong' in two senses. Firstly they are marketing ineffectively and secondly as a consequence their positive social impact is not maximized.
When a positive exchange between a brand and customers becomes quantifiable metrics it encourages brand to provide better service customer service to do a better job and consumers to actively show their gratitude.
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When I was a kid no one would believe anything positive that you could say about black people. That's a terrible burden.
