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Today I’m in Chicago for the annual��. While the content of this event’s sessions never fail to provide new information and provoke innovative thinking, it’s the people who motivate me to show up. In the hallways between breakouts and during the evening reception over wine, the Cause Marketing Forum brings together some of the smartest, most compassionate men and women in the CSR, marketing and PR fields. Yesterday, in a conversation with one of those brilliant people, I was told:��You can’t affect corporate culture without a strong brand strategy. And that’s where things got interesting.

My forum friend may be right. I agree; a strong brand strategy is important, particularly when “cause” is part of that brand. I’ll use��the banking industry as an example. Recently,����that’s written by a PR professional who gets it��almost�����������.��Almost right��is good, but it’s not good enough.