{"id":4152,"date":"2021-07-21T07:00:35","date_gmt":"2021-07-21T05:00:35","guid":{"rendered":"https:\/\/sweetspot-studio.com\/?p=4152"},"modified":"2021-07-21T07:00:35","modified_gmt":"2021-07-21T05:00:35","slug":"brand-strategy-csr","status":"publish","type":"post","link":"https:\/\/sweetspot-studio.com\/en\/brand-strategy-csr\/","title":{"rendered":"Deepdive: Brand Strategy \u2013 Corporate Social Responsibility"},"content":{"rendered":"<h3><span style=\"font-weight: 400;\">Das Fundament f\u00fcr soziale und gesellschaftliche Verantwortung von Marken<\/span><\/h3>\n<p>&nbsp;<\/p>\n<p><script class=\"podigee-podcast-player\" src=\"https:\/\/player.podigee-cdn.net\/podcast-player\/javascripts\/podigee-podcast-player.js\" data-configuration=\"https:\/\/sweetspot.podigee.io\/58-neue-episode\/embed?context=external&#038;token=mj4smgz54QlkQxx0cBJPmQ\"><\/script><br \/>\n<i><\/i><\/p>\n<p>&nbsp;<\/p>\n<p><i><span style=\"font-weight: 400;\">Ob Privatsph\u00e4re Probleme mit Smartphones, fehlender LGBTQ-Support der UEFA oder Kritik an Milliard\u00e4rs-Wettrennen ins Weltall. Immer wieder geraten Marken in die Kritik, weil sie der gesellschaftlichen und sozialen Verantwortung nicht gerecht werden. Doch wie entwickeln Marken die geeignete Strategie daf\u00fcr und worauf kann diese Verantwortung basieren? <\/span><\/i><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Die Gesellschaft steht vor dr\u00e4ngenden gesellschaftlichen, sozialen und \u00f6kologischen Problemen, denen sie mit limitierten Kapazit\u00e4ten und Ressourcen begegnen muss. Unternehmen spielen bei der Unterst\u00fctzung, L\u00f6sung und Pr\u00e4vention dieser Probleme eine immer wichtigere Rolle. Das bedeutet, Marken tragen mehr Verantwortung denn je. Deshalb sprechen wir heute im Sweetspot Podcast Deepdive dar\u00fcber, wie man als Marke dieser Verantwortung gerecht wird, in dem man das richtige Fundament daf\u00fcr legt.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Zu aller erst m\u00fcssen wir besprechen, wo der Unterschied zwischen eurem Unternehmen und eurer Marke liegt: im Versprechen! Denn anders als das physische Unternehmen mit wirtschaftlichen Interessen ist eine Marke ein in den K\u00f6pfen der Konsument*innen verankertes Versprechen, dem sie gerecht werden muss. Daran h\u00e4ngen Wahrnehmung, Kundentreue und letztlich auch die Kaufentscheidungen.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Zu diesem Versprechen geh\u00f6rt eine klare Positionierung, in der auch die Position zu sozialen und gesellschaftlichen Themen definiert wird. Diese Markenstrategie bildet das Fundament erfolgreicher Brands. In der Folge erkl\u00e4re ich euch die vier Bestandteile dieses Fundaments: Mission, Vision, Werte und Brand Purpose.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Anhand drei aktueller Beispiele schauen wir uns an, wie dieses Versprechen gebrochen wird, bzw. Erwartungen der Stakeholder entt\u00e4uscht werden: So versuchen Smartphone-Hersteller gerade, das Thema Datenschutz und Privatsph\u00e4re wieder f\u00fcr sich zu belegen, nachdem es in der Vergangenheit durch Datenlecks zum Problem wurde. Die UEFA wiederum hat im Zuge der EM die Arbeit ihrer vorangegangenen \u201cRespect\u201d Kampagne zunichtegemacht, als sie sich aus Angst, Partner und Sponsoren zu ver\u00e4rgern, weigerten, die Allianz Arena in Regenbogenfarben zu beleuchten und sich mit der LGBTQ-Community zu solidarisieren. Auch die Kritik am sog. \u201cBillionaire Space Race\u201d von Elon Musk, Jeff Bezos und Richard Branson zeigt, dass sich nicht nur Marken, sondern auch deren K\u00f6pfe und \u00f6ffentliche Personenmarken der Verantwortung stellen m\u00fcssen \u2013 in diesem Fall der Frage, wof\u00fcr sie ihr Kapital und ihre Ressourcen einsetzen.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Wenn ihr f\u00fcr eure Marke das strategische Fundament legen und Werte oder Mission mit Verantwortung formulieren wollt, stelle ich euch zwei Themen vor, die ihr daf\u00fcr zurate ziehen k\u00f6nnt: Corporate Social Responsibility und Social Licence to Operate. Ein Thema, zu dem ich bereits 2016 zusammen mit apl. Prof. Dr. Piet Hausberg (Technology and Innovation Management) ein Paper ver\u00f6ffentlicht habe.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Corporate Social Responsibility bedeutet f\u00fcr eure Marke, dass ihr im Rahmen eurer normalen Gesch\u00e4ftst\u00e4tigkeit auf eine Art und Weise agiert, die der Gesellschaft und der Umwelt n\u00fctzt, anstatt sie negativ zu beeinflussen. Dazu geh\u00f6ren z. B. CSR-Programme, Philanthropie und ehrenamtliches Engagement. Die Social License to Operate ist ein praxisnahes Konzept, das von jedem Unternehmen verlangt, bei seinen Aktivit\u00e4ten die Rechte aller Menschen in jeder Gemeinschaft zu respektieren. Die Perspektive vom Erhalten der Akzeptanz durch die Stakeholder und die allgemeine \u00d6ffentlichkeit bietet dabei einen wichtigen Blick von Au\u00dfen.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Weitere Beispiele, Praxistipps und Insights aus meiner Erfahrung in der Strategieentwicklung und Positionierung von Marken h\u00f6rt ihr in der Podcastfolge.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Unterst\u00fctzung beim Finden und Formulieren eures Marken-Fundaments findet ihr in Form von Workshops und Beratung <\/span><span style=\"font-weight: 400;\">auf <a href=\"https:\/\/sweetspot-studio.com\/\">www.sweetspot-studio.com<\/a><\/span><\/p>\n<h4><\/h4>\n<p>&nbsp;<\/p>\n<h3>S\u00fc\u00dfes, sonst gibt&#8217;s Saures: Die Shownotes:<\/h3>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Markentreue und Boykotte:<\/span><\/p>\n<p><a href=\"https:\/\/commercial.yougov.com\/DE-brand-boycotters.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">https:\/\/commercial.yougov.com\/DE-brand-boycotters.html<\/span><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Die UEFA und Respekt:<\/span><\/p>\n<p><a href=\"https:\/\/www.zeit.de\/sport\/2021-06\/uefa-regenbogen-verbot-em-stadion-muenchen-homophobie-ungarn-menschenrechte\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">https:\/\/www.zeit.de\/sport\/2021-06\/uefa-regenbogen-verbot-em-stadion-muenchen-homophobie-ungarn-menschenrechte<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Das Paper zur \u201cSocial Licence to Operate\u201d von Dr. Piet Hausberg und mir:<\/span><\/p>\n<p><a href=\"http:\/\/www.communication-director.com\/issues\/unwritten-contract-social-licence-operate\/licence-revoked\/#.YPVushNKjlw\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">http:\/\/www.communication-director.com\/issues\/unwritten-contract-social-licence-operate\/licence-revoked\/#.YPVushNKjlw<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Harvard Business Review zum Thema Corporate Social Responsibility:<\/span><\/p>\n<p><a href=\"https:\/\/hbr.org\/2015\/01\/the-truth-about-csr\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">https:\/\/hbr.org\/2015\/01\/the-truth-about-csr<\/span><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Definition einer \u201cMarke\u201d im Unterschied zum Unternehmen:\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/link.springer.com\/content\/pdf\/bfm%3A978-3-322-92976-1%2F1.pdf\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">https:\/\/link.springer.com\/content\/pdf\/bfm%3A978-3-322-92976-1%2F1.pdf<\/span><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/sweetspot-studio.com\/podcast\/\"><strong>Weitere Episoden h\u00f6ren<\/strong><\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Das Fundament f\u00fcr soziale und gesellschaftliche Verantwortung von Marken &nbsp; &nbsp; Ob Privatsph\u00e4re Probleme mit Smartphones, fehlender LGBTQ-Support der UEFA oder Kritik an Milliard\u00e4rs-Wettrennen ins Weltall. Immer wieder geraten Marken in die Kritik, weil sie der gesellschaftlichen und sozialen Verantwortung nicht gerecht werden. Doch wie entwickeln Marken die geeignete Strategie daf\u00fcr und worauf kann diese&hellip;<\/p>\n","protected":false},"author":1,"featured_media":4156,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[19],"tags":[],"class_list":["post-4152","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podcast","category-19","description-off"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Deepdive: Brand Strategy \u2013 Corporate Social Responsibility - Sweetspot Studio<\/title>\n<meta name=\"description\" content=\"Dieser Podcast hilft Unternehmern, Kreativen und Marken dabei, ihren Sweetspot zu finden und gro\u00dfartige Geschichten zu erz\u00e4hlen, die Menschen begeistern und aktivieren.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sweetspot-studio.com\/brand-strategy-csr\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Deepdive: Brand Strategy \u2013 Corporate Social Responsibility - 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