While the economy shows signs of a pick up, it’s still tough out there – and still the time for brands to build ideas that will leave something behind for their consumers . For John King, Chief Communications Officer at Fallon, brand generosity comes to life as ‘band generosity’ – using creativity to give thanks and give back.
John and a musician friend, Jason Medvec, share a love of their hometown of White Bear Lake MN. Wanting to invite others into the spirit of the community, they wrote a “love song” to White Bear Lake – “Ain’t Home ’til White Bear.”
But just the song wasn’t enough to capture what White Bear Lake and “brand generosity” are all about. Instead of selling the song for profit, John and Jason focused on giving back to the neighbors that give them so much. All net proceed from CD sales are being donated to the White Bear Lake Emergency Food Shelf giving listeners a little good-time country rock – and a lot of goodness.
“People get a fun summer song that’s also doing some good,” says King. “And that’s what brand generosity is all about. ”
Read more about John King’s “brand generosity” and CD with “Ain’t Home ‘Til White Bear” here.
