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  • Civic Brands become a part of people's everyday experience
    The Intrepid Traveler, Creative commons (2011) ©

Civic Brands

Brands are becoming leaders, parents and teachers as a way of rebuilding trust and cementing expertise in a time of civic uncertainty.

Location Global

In a time of economic uncertainty and commercial distrust, is there something brands could be doing to bolster their cultural and civic clout beyond adopting a solid CSR initiative? Increasingly, brands are launching schools, becoming talent incubators for entrepreneurs and even sponsoring statues.

Cause marketing has been replaced with civic marketing, which is about getting out there and doing things beyond employee volunteering. This is about action and sharing tacit knowledge and expertise to build trust; teaching people something can cement a brand’s status as an expert, as well as ...