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Beyond Cause Marketing: Achieving Success via Brand-Led CSR
Many brands have adopted cause-marketing partners to communicate a commitment to purpose beyond profit, and have filled their CSR reports with content that few actually read. Is this enough to engage today’s savvier consumer and create confidence in a brand’s commitment to delivering shared value? Not according to Molson Coors, which is finding new ways to fully embed its CSR activity into its brand and brand communications.