This week a look at some of the brands that have discovered the immense benefits of cause marketing.  Afdhel Aziz and CJ Follini discuss how TOMS, Citi, Dulux, and others experienced tremendous brand awareness through genuine cause marketing campaigns.  But the key is that these were genuine efforts to help a community and not just shallow attempts at free publicity.

Afdhel Aziz, Brand Director at Absolut Labs and co-author of 'Good is the New Cool: How to Market Like You Give A Damn,'