Last issue we chronicled the evolution of Dove from a bar of soap to a full-fledged beauty line. This issue we explore how Home Depot Canada topper Annette Verschuren has been evolving the chain to withstand new competition, and thereby positioning herself as the go-to woman for heading Home Depot in China. To some extent, both the skin care brand and the hardware brand could be seen by consumers as commodities, interchangeable with their constantly one-upping competitors. But what the brands also have in common is a mission. Dove has assumed the mantle of a body image freedom fighter, while Home Depot has carved out a space in the eco arena.

Aligning a brand with a good cause, creating one, or making sweeping changes like Wal-Mart has done with sustainable development, is a higher priority now. When strategy asks company presidents what they care about, and what matters most, many describe their brand’s social strategy. And whether it’s conservation, ethical sourcing, or diversity they’re working on, they also say: ‘Consumers are asking for it.’ And when you deliver, judging by the success of the Dove viral, the payback goes beyond purchase influence and into the realm of unparalleled WOM.

So, doing good matters more now. Strategy is therefore devoting more attention to the smart ideas in the social strategy space: In a follow-up to our inaugural Brands Giving Back report last summer, we’re devoting our upcoming May issue to the CSR theme, and launching new awards celebrating the folks who are getting it right. Introducing . . .

strategy magazine’s cause + action awards.

honouring CSR brand plans that are changing minds. and matter

Here’s where you come in. We’re hereby inviting you to enter a case study providing an overview of your brand’s social strategy, detailing your most recent efforts, and providing objectives and results of the program. There are no categories. The cases will be judged together with the overall most impressive work winning. (Contact Natalia Williams at natalia@strategy.brunico.com for entry guidelines.) For keeners out there, here’s a Cole’s Notes on what our judges will be considering:

Brand DNA rating: How well does your brand’s social strategy mesh with its positioning?

Is there a simple, strong and relevant connection?

Uniqueness: Does your brand have a program that is distinct and identifiable as its social strategy space? Does the program give new definition/meaning to the brand?

Awareness: Has the brand’s CSR efforts generated widespread buzz?

Legs: Does the social strategy have growth potential? Is there scope for expanding the program via more grassroots efforts and/or global partnerships? Is it hijack-friendly?

Overall Brands Giving Back factor: How successful has the program been in achieving positive change?

The winners will be revealed in the May issue of strategy and awards will be presented at our Social Responsibility Forum, slated for June in Toronto. Even if you don’t enter, we encourage you to use our cause + action criteria as a quiz, and self-adjudicate. Hopefully, you’ll be ready to enter next year.

Good luck, and thanks to everyone who helped shape the awards! cheer,mm

Mary Maddever, exec editor, strategy/MIC

More strategy news:

I’m delighted to announce that Karen Mazurkewich has joined strategy as associate editor. Karen has returned to Canada after several years as a foreign correspondent in Israel and Hong Kong. Most recently, she was a reporter for the Wall Street Journal, and has been honing her consumer skills while raising twinlets and renovating. Karen, who is also an author and documentary filmmaker, is actually returning to Brunico; she was previously a columnist for strategy sister pub Playback.