Charity and commercial brands are increasingly working together to demonstrate and achieve their social purpose.
But what are corporates looking for in a partner and how do you broker the right relationship whilst protecting your brands reputation? Then how do you present and engage customers with the partnership so that it is clear enough and believable enough to inspire their involvement?
Our first Brand Breakfast of 2016 explored what happens when brands meet.
Shelter and British Gas shared how they’ve combined staff fundraising, debt and energy advice and campaigning to improve the Private Rented Sector to benefit both brands as part of their five year Better Homes for Britain partnership.
Abi Robins, director of corporate responsibility, British Gas
Cate Kirkbride, head of brand, Shelter
The Tesco National Charity Partnership looked at how it’s developed and taken shape during its first year, from fundraising to co-developing a prevention programme that aims to inspire people to make healthier choices every day. The session focused on how Tesco, Diabetes UK and the British Heart Foundation work together and how the dedicated team has evolved over time to harness the collective strengths, expertise and reach.
Jenna Hall, programme director, Tesco Charity Partnership
What is the Brand Breakfast?
CharityComms’ Brand Breakfast is an informal forum where brand managers come together to discuss issues of mutual interest and share examples of good practice.
With three events a year held in London, each event focuses on a different brand-focused topic with presentations, group discussions and networking.
These events are a great opportunity to meet your peers, compare notes on workplace practices and share successes, ideas, challenges and inspiration. The group is designed to encourage networking and peer to peer support, sharing issues in a ‘safe’ environment.
If you’d like to be one of the first to hear about these events please contact Vanessa Weddell to be added to the Brand Breakfast mailing list.