Build buzz by helping out through donations

03/21/2014 | Andy Sernovitz blog

Brands can build goodwill and customer appreciation with acts of charity or by showing altruism, Andy Sernovitz writes. H&M made customers feel good by offering a discount in exchange for bringing in a bag of used clothing to donate, while Chobani earned buzz for donating yogurt that was held up in customs during the Sochi Olympics to homeless shelters before it went bad. "The best kind of marketing is the kind that does something great for the world," Sernovitz writes.

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