Kuschel, kuschel, kuschel
About the role of brands in a ‘philanthropic’ world order

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	Author(s): Hans-Bert Matoul, Stefan Hagl, Michael Wittenberg Collection: Congress 2008 - Frontiers Keywords: CSR ESOMAR Congress 2008 Award Nominee - Best Paper Overall

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Marketing goes philanthropic: The ‘train of philanthropication’ is running full steam ahead through our society. Unstoppable and getting faster every day – tearing through marketing departments and advertising agencies all over the world. There’s nothing fundamentally wrong in going with the flow and there are massive opportunities in enriching brands and organisations with an ethical perspective. But success here is less a ‘golden path’ and more a ‘tightrope walk’: Because philanthropication also holds the risks of compromising the desirability and seductiveness of brands. And even more important, with the increasing relevance of the ‘good’ (philanthropic) side of brands, the ‘bad’ (desirable) side will unquestionably gain momentum, and achieve a new degree of relevance. Based on this our paper is intended as a manifesto for a new way of thinking in branding, which enables brands to take on their future key-challenge – fulfilling their role in today’s society … as consumers’ advocates or agents.