tag:blogger.com,1999:blog-53178317022353220282024-02-20T07:53:31.608-08:00Asset FZC Blogsblog.assetfzchttp://www.blogger.com/profile/09149856191929461396noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-5317831702235322028.post-73714286373324458912015-07-27T08:13:00.000-07:002015-07-27T08:13:53.963-07:00Why does the CEO need to get involved with CSR?<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: Arial, Helvetica, sans-serif;">A question that normally crops up in any conversation is
that “don’t we have enough on our plates to now look at something that is just
2% of the profit...?” More often than not, the request or query is
diverted to the CSR head.<o:p></o:p></span></div>
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<b><span style="font-family: Arial, Helvetica, sans-serif;">So
let me give you 5 solid reasons why the Brand Owner really needs to look at CSR
from a Brand lens esp at this stage when the whole Country is talking about it
!</span></b></h4>
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<li><span style="font-family: Arial, Helvetica, sans-serif; text-indent: -18pt;"><span style="font-size: 12pt; line-height: 115%;"><b>Changing demographics:</b></span></span><span style="font-family: Arial, Helvetica, sans-serif; text-indent: -18pt;"><span style="font-size: 12pt; line-height: 115%;"> No secret this one that the Country
is dominated by huge numbers that are below 35. Every generation has its own </span><span style="line-height: 18.3999996185303px;">favorites</span><span style="font-size: 12pt; line-height: 115%;"> and Youth sees things of the past as relics.</span></span></li>
<li><b style="font-family: Arial, Helvetica, sans-serif; text-indent: -18pt;"><span style="font-size: 12.0pt; line-height: 115%;">Decreasing Product differentiation:</span></b><span style="font-family: Arial, Helvetica, sans-serif; font-size: 12pt; line-height: 115%; text-indent: -18pt;"> The age of the USP is over. Even
before your product hits the shelf, competition has theirs out there. And those
who don’t, well they can just import & re-brand it! Last time I read
somewhere, even the Indian Gods were made in China!</span></li>
<li><b style="font-family: Arial, Helvetica, sans-serif; text-indent: -18pt;"><span style="font-size: 12.0pt; line-height: 115%;">Evolving Technology: </span></b><span style="font-family: Arial, Helvetica, sans-serif; font-size: 12pt; line-height: 115%; text-indent: -18pt;">Even before you have finally got your
hands on the latest gizmo or got used to its features, there is a new product
out there. Flashier, faster, sharper...</span></li>
<li><b style="font-family: Arial, Helvetica, sans-serif; text-indent: -18pt;"><span style="font-size: 12.0pt; line-height: 115%;">The Spiritual Consumer: </span></b><span style="font-family: Arial, Helvetica, sans-serif; font-size: 12pt; line-height: 115%; text-indent: -18pt;">Today’s generation<b> </b>is probably
far more aware, concerned and caring about the Environment, Society & the
need to look beyond the immediate self. Heck, who wants Blood Diamonds<b> </b>or
that nice Rug that came from the tears & blood of little kids who worked in
sweat shops somewhere!</span></li>
<li><b style="font-family: Arial, Helvetica, sans-serif; text-indent: -18pt;"><span style="font-size: 12.0pt; line-height: 115%;">Social humiliation is just a click
away: </span></b><span style="font-family: Arial, Helvetica, sans-serif; font-size: 12pt; line-height: 115%; text-indent: -18pt;">And if still
don’t care, there is enough out there for the Corporate’s Stock to take a
beating & tumble down in the few minutes of a PR disaster.</span></li>
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<span style="font-family: Arial, Helvetica, sans-serif;">Given the above, especially point 4; it is going to be
increasingly difficult to connect with Customers’ at a higher emotional level,
keep them engaged with the brand & stay loyal to it. <o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">Here’s where your CSR can step in. However, it requires a
change in thinking and that can only come if it’s driven from the top. CSR
departments are generally averse to any Communication that is beyond reporting.
Integration of the brand into CSR is seen as sacrilegious. Culturally we are
aligned to believe that if you must “do good”; do it quietly... <o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">However, there is a fine balance that must be kept. The
‘Cause’ must never get compromised. The Corporate can choose to do CSR that is
aligned with the nature of the business that it is engaged in or even the
Values that it believes in. But Communication must work towards raising
awareness of the issues. The Brand must seek to engage community. It should
help the affected or be seen as helping in mobilizing people, resources &
Government. It should play the role of a facilitator. Its presence is
incidental & only to ensure the success or sustainability of the Cause or
the issues of the affected. <o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">People trust Brands & big Brand owners. Their support
& presence re-assures the Community encouraging donations, volunteering
& involvement. It helps mobilize opinion and generates media visibility. <o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">Thus creating a far larger impact than a silent donation
would have achieved.<o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">CEOs are influential people. The Organization’s Vision,
Beliefs & involvement comes through & also helps in the above. It also
ensures greater involvement of all their Employees beyond the CSR team. The
Marketing teams can guide the CSR on Media planning & buying. The CEO's
presence further attracts Customers, suppliers & other stake holders. <o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">Finally, it creates a win –win situation for all i.e. The
Cause, the NGOs & the Corporate which will be seen as a good corporate
citizen.<o:p></o:p></span></div>
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<b><span style="font-family: Arial, Helvetica, sans-serif;">About the author:</span></b></div>
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<b><span style="font-family: Arial, Helvetica, sans-serif;">Pankaj Arora is the Director & Co-Founder of ACT –
Asset CSR Team.</span></b><span style="color: #1f497d; font-family: "Calibri",sans-serif;"><o:p></o:p></span></div>
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blog.assetfzchttp://www.blogger.com/profile/09149856191929461396noreply@blogger.com0tag:blogger.com,1999:blog-5317831702235322028.post-12121642533886390832015-06-26T07:30:00.000-07:002015-06-26T07:30:36.077-07:00CSR – myths about keeping it quiet!<div dir="ltr" style="text-align: left;" trbidi="on">
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<span lang="EN-US">A couple of
years ago, while CSR was considered a promoter’s prerogative and not so much a
focus area for the “Corporate”, as a ‘do good’ marketing communications partner
and experiential marketing company, we pitched to this one organization to
support a cause which we strongly believed would be strategically viable for
them to associate with. We were heard, then told that “we are already involved
in CSR and are doing our bit by reaching out to nearly a million needy kids
with our midday meals program and more importantly <b>we don’t like to talk about the ‘good’ we are doing</b>!”<o:p></o:p></span></div>
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<span lang="EN-US">Well that became
the base for the existence of our exclusive, dedicated organization, “asset CSR
team (ACT)”, aiming to create a paradigm shift in this area of social impact.<o:p></o:p></span></div>
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<span lang="EN-US">The example
always given to us, by some of the corporates is of a mammoth, over a century
old Indian Conglomerate. But in aping the giant, the basic disservice to
society goes ignored. <o:p></o:p></span></div>
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<span lang="EN-US">Many powerful
connections are made with communication via different platforms. Example, would
‘Swacch Bharat’ have become a movement had the Hon’ble PM of India just quietly
launched it? What if Salman Khan never carried ‘Being Human’? What if HERO MotoCorp and Maruti Suzuki never
spoke about Road Safety? Would these brands have become a household name and
their causes, a movement of the masses? <o:p></o:p></span></div>
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<span lang="EN-US">We like to call
our involvement a “SOCIAL MISSION” since one of our clients said “CSR has been
a formality in this country.” Why is the
good we do as a corporate kept so quiet, done hush hush and managed
irresponsibly? It’s just a necessity
that needs to be fulfilled since it’s not a part of our vision and mission but
just a formality! <o:p></o:p></span></div>
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<span lang="EN-US">CSR’s core power
should be brought under the spotlight. Create a brand with a vision, promote
it, sell it to the masses for positive impact, and involve stake holders and
customers in participation.<o:p></o:p></span></div>
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<span lang="EN-US">Example - We
would never have been able to control the possible HIV +ve epidemic, through
corporate and individual donations for NGOs. Another example – Glance upon the
polio-free mission that eradicated the virus in the country.<o:p></o:p></span></div>
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<span lang="EN-US">Today, development
of the under-privileged, is no longer supposed to be just the agenda of the Government
or a handful of NGOs. In fact, the Government
wants to reduce their trade deficit by pulling out up-to INR 30,000 crores from
profiting corporates and reduce their social responsibility grants and budgets,
and rightly so! We’d like to push for HNIs to be brought into the fold too. Hence,
the government along with the PM Relief Fund <i><span style="color: red;">ACT</span></i> and take the responsibility
directly!<o:p></o:p></span></div>
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<span lang="EN-US">We’d need 200
power houses to RESPONSIBLY bring down 20 key issues plaguing the country. For
these causes, to make the difference, lets make it a movement, a drive “of the people,
by the people, for the people!”</span> </div>
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<span lang="EN-US">About the Author
:<o:p></o:p></span></div>
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<span lang="EN-US">Sanjay M Lal, is
MD at Asset Communications Pvt Ltd & Founder Director at <i>asset CSR team</i> (ACT) - A socially
responsible, exclusive, CSR Planning, Implementation & Marketing
Communications Agency. </span></div>
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<span lang="EN-US"><a href="http://www.assetfzc.com/">www.assetfzc.com</a>; <a href="mailto:sanjay@assetfzc.com">sanjay@assetfzc.com</a> <o:p></o:p></span></div>
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<span lang="EN-US"><br /></span></div>
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<span lang="EN-US" style="font-family: Symbol; text-indent: -36pt;"> ·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;"> </span></span><span lang="EN-US" style="text-indent: -36pt;">Over 20 years of Expertise in
the field of Business Creation & Management in Media, Brand Building &
Marketing Communications, Experiential Marketing, Sports and allied services,
Events, Entertainment, Corporate Social Responsibility and Celebrity / Talent marketing
& management.</span></div>
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<br /><span lang="EN-US" style="font-family: Symbol; text-indent: -36pt;">·<span style="font-size: xx-small;"> </span></span><span lang="EN-US" style="text-indent: -36pt;">Consulted for / pitched and
executed, over US$ 1.5 billion worth of Sponsorship / Marketing association,
rights acquisition & sales deals and Project Management assignments across
the Indian Sub-Continent, Asia, Middle East & Africa, Europe & North
America.</span></div>
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<br /><span lang="EN-US" style="font-family: Symbol; text-indent: -36pt;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;"> </span></span><span lang="EN-US" style="text-indent: -36pt;">Created and launched, YouWeCan,
Yuvraj Singh Foundation’s Fight Cancer movement amongst various other CSR
initiatives.</span><br /><span lang="EN-US" style="font-family: Symbol; text-indent: -36pt;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;"> </span></span><span lang="EN-US" style="text-indent: -36pt;">Received the ‘PRIDE OF THE
INDUSTRY’ Award in 2010 & the “MIDDLE EAST BUSINESS ACHIEVEMENT AWARD” in
2008.</span><!--[if !supportLists]--></div>
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