Abrandcadabra - successful brands magically transforming our world

Research output: Chapter in Book/Report/Conference proceedingConference proceedingpeer-review


Marketing does magical things for brands but it is worth considering the brand effect when it truly does magic – when it changes and nurtures life and builds community. Corporate Social Responsibility (CSR) is an inescapable priority for business leaders, a response to new conditions, challenges and opportunities of the digital world – it is where real marketing magic emanates and as such, must be embraced. In an age when consumers and marketers have ever-increasing CSR empathies it is important to understand what foundations must be in place for brands to positively change the world around them and this paper presents a case that by doing good, brands can do better – not just for society but also for the culture and well-being of all organisational stakeholders. Placing consumers at the heart of the brand, and of why the brand does, is where the real magic of marketing can flourish. This paper illustrates that magic happens when, through business, we change the world around us for the better and that this has the power to create real consumer affinity. It provides rich insights for practitioners in today’s fluid marketplace ensuring brands are constantly in-tune with the zeitgeist of ever-evolving consumers.
Original languageEnglish
Title of host publicationAM2015 - The Magic in Marketing
PublisherAcademy of Marketing
ISBN (Print)9781905952649
Publication statusPublished - 9 Jul 2015
EventAcademy of Marketing Conference 2015: The Magic in Marketing - Limerick, Ireland
Duration: 7 Jul 20159 Jul 2015


ConferenceAcademy of Marketing Conference 2015
Abbreviated titleAM 2015
Internet address


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