Save the Animals, and my Logo

We usually do not talk about clothing brands, but I just read a great move by Lacoste to save their logo by saving the crocodiles. Lacoste will spend $500,000 to help preserve the reptile emblazoned on its shirts, the endangered Gange gharial crocodile, of which only 1,400 remain alive in the wild.

Lacoste joins over 300 international brands like Puma and Jaguar to preserve the animals represented in their logos as part of the Save Your Logo Initiative.

This is a brillant PR move and a great way to give back to the world while still spotlighting your company. Many times, companies donate large sums of money to different non-profits and organizations with little connection. With the donation, the CEO of the company gets to take a picture with the non-profit with many of the beneficiaries of the money surrounding the CEO. The picture is added the annual report or sent in a press release. Then the picture, action, and money is forgotten. With Lacoste donating to Save Your Logo, the company gets all of the financial benefits of the donation, attracts animal loving customers, and is remembered for being unique. Even with donations, Lacoste is differentiating their company from other corporations.