VCU BrandCenter

Feel-Good Marketing

Cause-related marketing, as the marketing technique is known, owes its origins to an American Express program from the 1980s, when the credit card company donated funds to help restore the Statue of Liberty. In years since, the marketing style has become an increasingly popular tool for companies to create a positive association among potential customers…. Read more »

Begging for donations leave a bad taste in patron’s mouth

Next week restaurants around Richmond will be asking patrons who order tap water to donate $1 to The United Nations Children’s Fund, commonly known as UNICEF. VCU BrandCenter is promoting the event, called Richmond Tap Project . In their push to be creative, the BrandCenter effort shows a lack of understanding about incentives and basic… Read more »