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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... [ view full abstract ]

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.