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Hoffman’s Shirley Wang recently contributed the article Marketing Strategy and Public Welfare Behavior in China’s Chief Brand Officer magazine.
This piece analyzes the dialectical relationship between public welfare efforts and marketing. Corporations are realizing that they should establish brand differentiation in this homogeneous era. As a shaper of corporate branding and image, PR professionals have to seek new methods for corporate brand building.
Wang says in the article that, in general, there are two marketing modes: short-term and long-term. For short-term marketing, companies should always consider advertising and promotions to reach their customers. Long-term marketing requires cultural, ethical and corporate social responsibility (CSR) elements to be embraced by the public sphere. These elements can be achieved with PR.
The article also states that public welfare programs are “win-win,” as corporations and customers benefit.
For the full article in Chinese, click here.
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