This document outlines seven rules for connecting corporate social responsibility (CSR) strategy to a brand: 1) Know thyself - fit CSR goals with business goals and link to brand story; 2) Campaign with substance - show company values through actions; 3) Be consistent - communicate brand image through all aspects of the company; 4) Simplify messaging - use simple messages that transmit values easily; 5) Work from inside out - practice CSR internally by taking care of employees; 6) Know your customers - show how CSR benefits customers' interests; 7) Stress the positive - communicate how CSR benefits society.

1. PART II: Connecting CSR Strategy
&
Brand
SEVEN RULES OF THE ROAD
Boog Bookey, Managerial Marketing
October 21, 2010

2. BOOG BOOKEY HAIKUBOOG BOOKEY HAIKU
Socially ResponsibleSocially Responsible
Build better brandingBuild better branding

3. One KNOW THYSELF

4. Fit business goals
Strengthen message in and out
Link story to brand

6. • Campaign
with
substance
• Show
company
brand image
• Come
through on
promise

7. Levi’s 501 Community Service Day at the Center, May 1, 2009.
THREE: BE CONSISTENT
THREE: BE CONSISTENTCommunicate brand image
Communicate brand imageThrough whole company
Through whole company
THREE: BE CONSISTENT
THREE: BE CONSISTENTCommunicate brand image
Communicate brand imageThrough whole company
Through whole company

9. 4. Just SIMPLIFY
Simple messaging is best
transmits easily

10. Communication
Simple messages get read
Must link to core brand

11. 5.WORK FROM
INSIDE OUT
Employee
5.WORK FROM
INSIDE OUT
Employee

13. Practice what you preachPractice what you preach
Take care of your employees,Take care of your employees,
Valuable assetsValuable assets

14. 6.KNOW YOUR CUSTOMER
Consumers want healthy products
Show CSR adds

15. Use buying power
Proactively push message
What’s in it for me?

17. Stress
the
positive
Your story reflects
Societies’ best
interest