YI recently graduated in Corporate Communications, after having left a bit aside this blog.

Yesterday, while tidying up my desk and scanning some notes I took drafting my master thesis, I found something interesting: scattered thoughts about a post I read last November.

I remember it was an attempt to outline the idea of CSR I later structured , in the thesis, starting from a critical literature review on Corporate Social Responsibility,  Stakeholder Theory, and Social Media.

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When I watched this video for the first time, I remember, I felt a bit surprised by its contradictoriness.

It performs an informal dialogue between Mitch Markson, Chief Creative Officer and founder of Edelman Goodpurpose, and Carol Cone, EVP and Managing Director Edelman Brand & Corporate Citizenship, to present the Edelman report Good Purpose 2010 (a  “global research that explores consumer attitudes around social purpose, including […] their expectations of brands and corporation“).

The report is not even strictly about CSR, but, as we’ll see, it’s closer to Cause Related Marketing.
So why on earth I’m feeling the need to talk about it?

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