Mar 1, 2005 12:00 PM

Also worthy causes

I just received the [February] issue of PROMO and was excited to see coverage on cause-related marketing efforts.

While there were a great number of charities listed that corporations could work with, I wanted your readers [to know about] of two other great charities.

The Surfrider Foundation (www.surfrider.org) is dedicated to the protection and preservation of our world's oceans, waves and beaches. Founded in 1984 by a handful of surfers, it has over 40,000 members and 60 chapters across the United States and Puerto Rico, with international affiliates in Australia, Europe, Japan and Brazil.

The Life Rolls On Foundation (www.liferollson.org), which recently won the Casey Martin Award from Nike, is dedicated to increasing awareness of spinal cord injuries within youth culture via influential action sports athletes. Through recreational, educational, and developmental programs, Life Rolls On also raises money to fund research for the treatment and cure of paralysis caused by SCI.

We have been able to develop great partnerships with corporate partners for these two charities via their unique connection with Gen X and Gen Y.
Vipe Desai
Propaganda Headquarters, Inc.
Laguna Beach, CA

Following Fiorina

Another “Big Personality” CEO has fallen. With her sudden departure from HP, Carly Fiorina joins the ranks of high profile leaders who failed to live up to the aura they cultivated. Her fall from grace will give ammunition to those who argue that the CEO's personality should not get more attention than the company. They say, “It's not about the personality, it's about the company.”

I disagree. At great companies run by great leaders, it's all about the personality, and the personality is all about the company. Virtually every great leader projects a very powerful personality. That ability is a core leadership feature. The CEO is the visible face of the company, and investors, customers and employees make judgments about the company and its future based on what they see in that face.

The difference between those who flame out and those who lead their companies to greatness lies in whether they learn to focus their personality for their company's benefit, or simply project it for their own. [Who has done this?]

Anne Mulcahy, CEO of Xerox: She has worked hard to make Xerox stand for integrity, quality and performance, all attributes she projects in her persona and embodies in her day-to-day work.

Ken Chennault, CEO of American Express: Trustworthy, compassionate, sophisticated and smart. The very characteristics of the company that continues to lead in one of the most competitive categories in world.

Jeffrey Immelt, CEO of GE: He turned his personal ideals of corporate responsibility into competitive advantage and branding opportunity for the company. By putting GE's technology against global human problems, he is creating new business applications, and showcasing the company's solutions.

Andrea Jung, CEO of Avon: Her personal glamour and charisma are as powerful in driving the company's success as her smart business decisions and savvy marketing.

David Kenny, CEO of Digitas: Like the agency he took from obscurity, he is respected widely for his brilliance, vision, and single-minded commitment to client success.

Each of these leaders is scrupulous about making sure their words and deeds match the attributes they need to project. And they never confuse their image with results.
Tracy G. Riese
T.G.Riese & Associates
New York, New York

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