'Do-Gooders' Are Brands Too - Advertising Age - Small Agency Diary: "Never before has the world of corporate brands and consumer pop culture been so closely linked to cause marketing and the philanthropic world. But if corporate America is all about effecting change, what about the millions of nonprofits,nongovernment organizations and social foundations that have made it their sole focus to 'do good' instead of pushing this season's SKUs off store shelves?
Nonprofits and foundations are still treated like orphan children in the advertising and marketing industry."
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