Corporate Standing for Social Cause
Making emotional relationships with the customers is essential for business / brand. Only emotional relationships can save the brand/ company during difficult times. This relationship can't be earned by money; only good Public Relationship strategy may pave the way.
For instance, Bangladeshi Brand PRAN-RFL group have taken an initiative to distribute food items among the vulnerable family during the pandemic. In this way they stood beside the Social Cause in order to make emotional relationships with the customers.
Another example is Bidyanondo Foundation in Bangladesh. They had taken an initiative to collect Zakat Donation (Zakat is the annual payment made by Muslims to support those most in need) to feed the vulnerable people. But consequently it became a controversial issue, because some Islamic minded people claimed that they couldn’t do so where the co-founder of this organization was from a separate religion. Their brand image was acutely affected by this dispute. This case indicates that the wrong step toward social cause or concern may badly impact brand image.
The company/ brand should take into consideration how they could integrate the brand with social causes through proper PR activities. The company may also use social buzz/ events to promote the brand. This is called the Rub-off effect that came from unusual marketing. The precise example is Indian brand Amul always try to attach its promotional activities with social buzz, cause or event by creating attractive content (A song had launched dil battmiz dil battmiz, he customized and make a poster dil buttermiz)
However, the company should properly understand social causes to set strategy for making emotional relationships with the customers. Despite conventional marketing, they may take initiative to make awareness as well as educate customers. The company’s approach should be how can we serve you instead of how can I sell it.
By - Kazi Mesbah Ur Rahman