Cause marketing is a powerful branding tool, but it needs to be backed up by best-in-class products and services, says Daniel Lubetzky of Kind Healthy Snacks. His Kind snack-bar brand reportedly earned $125 million last year, thanks in part to a campaign that encourages consumers to complete "not so random acts of kindness" in exchange for cause-related donations by Kind. "We lead with our product," Lubetzky says. "We don't want to try to convince everyone to buy our product because we are nice or because of our social mission."
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