Tuesday, October 6, 2009

The Mont Blanc Cause

I typically don't run around in the circles of those in the market to spend $20 grand on a pen. But that's not by choice and by no means the purpose of this blog. It came to my attention the a couple of months ago that Mont Blanc (that's a pen company for us regular folk) has struck a deal with the Mahatma Gandhi Foundation, a worthy cause, to support the foundation's peace efforts. Apparently the pen company has a penchant for cause-marketing options, such as their partnership with UNICEF enabling underprivileged children to learn to read and write. By all means, this makes great sense.

Is it me, though, or does it seem a bit against the grain for a foundation representing someone that stood for peace and minimalist ideals, to develop a cause tie-in with a pen company that is selling a pen for a mere $22k? ($200 - $1000 of which will support the foundation). Gandhi's grandson signed off on the deal.

Carrie Triblet and Nora Rifon's study from Feb. 2006, (reported in the International Journal of Nonprofit & Voluntary Sector Marketing) revealed that consumers respond more positively to marketing efforts when the image of the sponsoring company or brand is compatible with the sponsored event or activity.

I'm all for cause-marketing. It's one of the more effective tools in solidifying a brand and creating a purpose for purchase - and is a great measuring tool. But, synergies have to exist between the brand and organization - otherwise it doesn't work.

Just my opinion.