Pick two companies that try to establish different kinds of social relationships with their names, taglines, social media posts, or other branding elements. Describe the difference using specific examples.

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Both commercial and non-profit organizations aim to get more customers; however, the ways in which these companies build social relationships with their customers are very different. Whereas commercial companies emphasize what their product or service can do for the customer, non-profit companies focus on what their contributors can do for the cause.

For instance, M&M’s slogan directly addresses the main competitive benefit of the product: “Melts in your mouth, not in your hands.” Here, the customer is presented with the primary advantage of the product, which urges them to buy it.

The slogan of Amnesty International, on the other hand, is “It is better to light a candle than to curse the darkness.” This slogan addresses what the contributor can do (“light a candle”) as opposed to the effect of his or her indifference (“darkness”).

Overall, the strategy of Amnesty International is to emphasize the power of a contributor. In contrast, the strategy of M&M’s is to stress the powers of the product to make it more desirable. Thus, the two companies use contrasting strategies in building social relationships with the customers and contributors.

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Academic.Tips. (2021) 'Pick two companies that try to establish different kinds of social relationships with their names, taglines, social media posts, or other branding elements. Describe the difference using specific examples'. 11 June.

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Academic.Tips. (2021, June 11). Pick two companies that try to establish different kinds of social relationships with their names, taglines, social media posts, or other branding elements. Describe the difference using specific examples. https://academic.tips/question/pick-two-companies-that-try-to-establish-different-kinds-of-social-relationships-with-their-names-taglines-social-media-posts-or-other-branding-elements-describe-the-difference-using-specific-exam/

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Academic.Tips. 2021. "Pick two companies that try to establish different kinds of social relationships with their names, taglines, social media posts, or other branding elements. Describe the difference using specific examples." June 11, 2021. https://academic.tips/question/pick-two-companies-that-try-to-establish-different-kinds-of-social-relationships-with-their-names-taglines-social-media-posts-or-other-branding-elements-describe-the-difference-using-specific-exam/.

1. Academic.Tips. "Pick two companies that try to establish different kinds of social relationships with their names, taglines, social media posts, or other branding elements. Describe the difference using specific examples." June 11, 2021. https://academic.tips/question/pick-two-companies-that-try-to-establish-different-kinds-of-social-relationships-with-their-names-taglines-social-media-posts-or-other-branding-elements-describe-the-difference-using-specific-exam/.

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Academic.Tips. "Pick two companies that try to establish different kinds of social relationships with their names, taglines, social media posts, or other branding elements. Describe the difference using specific examples." June 11, 2021. https://academic.tips/question/pick-two-companies-that-try-to-establish-different-kinds-of-social-relationships-with-their-names-taglines-social-media-posts-or-other-branding-elements-describe-the-difference-using-specific-exam/.

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"Pick two companies that try to establish different kinds of social relationships with their names, taglines, social media posts, or other branding elements. Describe the difference using specific examples." Academic.Tips, 11 June 2021, academic.tips/question/pick-two-companies-that-try-to-establish-different-kinds-of-social-relationships-with-their-names-taglines-social-media-posts-or-other-branding-elements-describe-the-difference-using-specific-exam/.

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