Culture of Generosity II

Last month,  I wrote about the Culture of Generosity displayed by Denny's when they gave away free Grand Slam Breakfasts to reintroduce their brand to consumers.  The concept of Culture of Generosity is promoted by Fallon's planning group, and I love it.  It's essentially the idea that people are willing to support a brand that is willing to give a little back. Sounds like good small-town character -- the kind we like and try to practice here at Sonny's Cozy Tavern.

This month's salute for Culture of Generosity goes to Fed-Ex/Kinko's.  They are quietly offering to print 25 FREE resumes for people who have lost their jobs.  With unemployment projected to hit 10%, this is a great way to emotionally connect the Fed-Ex/Kinko's brand with consumers and make it very relevant in the lives of people everywhere.

They don't have to do it.  They're not shouting about it through advertising.  It's a class move that's been mostly communicated virally -- while most brands are tightening their belts and raising their prices, caring least about the economic challenge faced by their consumers. 

Nice move, Fed-Ex/Kinko's.  Sonny's raises it mug to you.  May your generosity come back to you three-fold.

What Culture of Generosity acts have you seen lately?

- Butch