In the world of marketing, our brand is how we are seen and known and what we are known for contributing in the marketplace. We are known by what we say and do, by how we say and do things, and by how and what we contribute. Our brand, how we are seen and known, is our identity. This is how the world comes to see us and know our enterprise, our product, our contribution. Our brand contributes to creating our enterprise. In the new world of marketing, creating community around our brand is how we increase the size, contribution, and sustainability of our enterprise.
Our Canadian identity, how we are seen and known as a country, is our culture. We come to know our culture – our interests, our ideas, our expression, who we are, how we are, our way of doing things, – by what we say and do, by how we say and do things, and by our contributions, – how we contribute, and what we contribute.
Our culture is how we come to know ourselves, how we come to know one another, and how we come to be known. Our culture contributes to creating our community. Canadians, unlike many other cultures, are not known by a common ancestry. We are known more by a common idea, a common way of being and doing, a common way of seeing ourselves, – a common interest.
Canada Cares is how we are known and how we like to be known as a culture. Creative Canada is how we could become known for our contribution to creating community in the marketplace.
Canada Cares was used to introduce the idea of CSR Canada and Canadian Business for Social Responsibility in “The Ethical Corporation”, a British magazine widely read by the European corporate social responsibility community.