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Do Good

Two powerhouse, brand-building agencies merge to DOMOREGOOD

"There's a seismic shift in the marketplace," says Bob Blanchard, CEO of DOMOREGOOD, a new agency formed out of the merger of Hanon McKendry in Grand Rapids, Mich. and The CSK Group in Colorado Springs, Colo.

The vast majority of consumers -- 87 percent according to a 2012 study -- want businesses to place at least equal weight on societal issues and business interests, yet only 28 percent believe businesses are performing well in this regard, says Blanchard.

"At the same time, brands that score the highest on the annual Meaningful Brands Index outperform the market by 120 percent," Blanchard says. "We don't believe this is a trend. It's a permanent market shift."

This trend is not limited to nonprofits. Many businesses recognize that operating with conscience and higher purpose is no longer a luxury, but a requirement, says Blanchard.

Operating out of its two offices in Grand Rapids and Colorado Springs, DOMOREGOOD will provide strategic and creative brand-building services to both nonprofit and for-profit organizations that are committed to making a positive impact on the world around them. Services include market analysis, brand strategy, brand identity and management, design, campaign development and production, video production, strategic marketing, web marketing and digital development, and media services.

"The goal is to help brands that do good, do more of it," says DOMOREGOOD President Steve Maegdlin. "We know that brands aren’t just shaped by how they look or sound. They're shaped, mostly, by how they act.”

Purpose-driven brands go beyond short-term charitable projects. They make a positive difference through their business practices, in their employee and supplier relationships, in their communities, and for their customers and constituents, Maegdlin says. "Our job is to help those brands take their driving purpose beyond business strategy and fully integrate it in their branding and marketing strategies."

Get involved:

- Check out DOMOREGOOD's website.
- Visit Hanon McKendry's Facebook page.
- Get out there and do some good.

Source: Amy A. LeFebre, Director of Corporate Communications, DOMOREGOOD
Writer: Victoria Mullen, Do Good Editor

Images: Courtesy of DOMOREGOOD
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