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Business, Finance & Law      Economics

Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit

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Book Details
Language
English
Publishers
AMACOM (23 May 2024)
Weight
0.37 KG
Publication Date
02/07/2024
ISBN-10
1400245672
Pages
304 pages
ISBN-13
9781400245673
Dimensions
15.19 x 2.39 x 22.61 cm
SKU
9781400245673
Author Name
Anne Bahr Thompson (Author)
Anne Bahr Thompson is the author of DO GOOD, which explains her pioneering model of Brand Citizenship® - a win-win-win solution mutually beneficial to people, society and the bottom line. Named Trust Across America 2018 Top Thought Leader in Trust, she has been inspiring business leaders to use their brands as a motivating force for change for more than 25 years. Today, she works with business leaders, social entrepreneurs, and impact investors aligning purpose and profit - to strengthen loyalty, engage employees, amplify social impact, and deliver on the SDGs.A former executive director of strategy and planning and the head of consulting at Interbrand, the world’s leading brand consultancy, Anne is the founder of Onesixtyfourth, a strategic and creative consultancy that helps leaders integrate purpose and social responsibility into their brands, business strategy, and corporate culture. She spent several years in the banking sector in strategic planning and research and began her career at Grey Advertising. Anne brings the knowledge and understanding that only comes from interacting with a lengthy list of the world’s most prestigious brands including: Aegon, adidas, American Cancer Society, Citibank, Emerson, Hard Rock Cafe, IBM, ING, JPMorganChase, Kingfisher, MerckMedco, Microsoft, Pearson, Pepsi, Prudential, Quaker Oats, Roche, Save the Children, Scandinavian Airlines, STA Travel, Stolichnaya, Symantec, ThomsonReuters, Tri-Star Entertainment, UNICEF, Waitrose/John Lewis Partnership and many others.Anne's writings have been published in Brands and Branding (Economist Books), hbr.com, Brand Quarterly, Journal of Brand Strategy, Bloomberg News, The Guardian, PR News, and many other industry publications. She's been interviewed on numerous podcasts, radio shows, and Fox Business, and spoken at business schools, conferences internationally and the UN. An active community volunteer, she is extremely proud of the work she has done for non-profit and humanitarian aid organizations, both global and local. Anne holds an MBA from the Darden Graduate School at the University of Virginia and has been an adjunct professor at New York University Stern School of Business’s London campus. She recently completed the Global Reporting Initiative (GRI) Certified Training in Standards for Sustainability Reporting.Read more about this authorRead less about this author
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Increasingly today, in every age group, consumers are committing to brands that show good citizenship--from fair employment practices, to social responsibility, to charitable giving. In fact, support of these generous and socially aware companies is so high that good works and charitable giving are necessary for companies that aspire for financial success.

Do Good documents the sea of change that has impacted the twenty-first-century marketplace more than even the most optimistic of business forecasters, including examples such as:Toms grew into a $600 million company by giving away 35 million pair of shoes. Patagonia’s profits have climbed year after year even as it funnels heavy investments into sustainability.

CVS’s strategic decision to start destocking cigarettes in all stores. Customers have shown with their wallets the types of businesses they will support and that they will quickly call out negligence.

Buyers today demand more than half-hearted pledges from companies who are clearly just trying to show less profits and decrease their taxes. By implementing the five-step model for the new rules of business laid out in Do Good--Trust, Enrichment, Responsibility, Community, and Contribution--companies can take the necessary steps to embed social consciousness into their DNA, in turn capturing both markets and hearts.

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