In recent years there has been an increase in organisations getting involved in social causes when developing their branding strategies. Campaigns such as Nike’s ‘Believe in Something’ and more recently, Gillette’s ‘The Best a Man Can be’ campaign have caused outrage and won fans in equal measure.

In the digital age, do companies and brands need a social cause to thrive?

Based on research include in your answer the following:

• Critically discuss the role Corporate Social Responsibility (CSR) can play in developing the strategic vision of a brand. This analysis should include a broader discussion of the role CSR can play in an organisation and brand building.
• Critically examine the role that social media has played in growing brands by incorporating social causes.
• As part of your discussion discuss two recent campaigns that have used these sometimes-controversial approaches.

Please note that this is an academic assignment and therefore students must show evidence of research and background reading of the main theories, principles and techniques relevant to the design of a CSR/Branding campaign.