The unconventional communication of CSR and the elements of the construction of the brand narrative through two case studies La Fageda and La Casa de Carlota

Abstract

The evolution of social marketing and the growing demand from consumers for a greater involvement of brands with social causes has made CSR communication essential. However, the effectiveness of investing in communication in paid media is debatable or if, on the contrary, it is more profitable to build a brand narrative in own media and earned through the creation of content, the user experience or the personal brand of its founders, among other strategies. In this sense, through a qualitative comparative and interdisciplinary analysis, this research aims to analyse and determine which elements stimulate the construction and expansion of the brand narrative through two contrasting cases of companies that work with vulnerable groups and that have managed to differentiate themselves in their sectors through the incorporation of diversity as an added value: the La Fageda socio-business project and the transforming project La Casa de Carlota. Based on the analytical generalization, we have been able to relate the results of our study with other similar cases, with the aim of establishing generalized common guidelines that can become a theoretical basis for application for those companies or institutions that want to communicate CSR by building and boosting your brand narrative through unpaid media.