Good works are no longer optional. For many businesses, success comes in unexpected ways. 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. And it's not just millennials rewarding companies with causes. In every age group, people commit to brands that show good citizenship. From CVS's destocking cigarettes to Chipotle's ethical sourcing, people want to see fair employment practices, social responsibility, and charitable giving-and they quickly call out negligence. Based on extensive research with thousands of consumers, Do Good documents this sea change and explains how to embed social consciousness into a company's DNA. Packed with examples and original data, the five-step model highlights the new rules of business: * TRUST: Deliver on promises * ENRICHMENT: Make daily life easier or more inspiring * RESPONSIBILITY: Treat people and the environment with respect * COMMUNITY: Mirror values shared by customers, employees, and partners * CONTRIBUTION: Make a difference in the world. Buyers today demand more than half-hearted pledges. By actively linking great brands with higher purposes, companies capture both markets and hearts.
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ANNE BAHR THOMPSON is founder of the brand consultancy Onesixtyfourth and former executive director of strategy and planning at Interbrand. She has been featured in the Financial Times, The New York Times, and on Fox Business and MarketWatch Radio.
Introduction 1 PART I: IT'S A BRAVE NEW WORLD CHAPTER 1: The New Demand That Brands Make a Difference 13 CHAPTER 2: Balancing Social and Financial Values: The New Brand and Business Equation 30 CHAPTER 3: Brand Citizenship: The Consumer-First Model for Doing Good and Doing Well 52 PART II: THE PATH OF BRAND CITIZENSHIP CHAPTER 4: Trust 77 CHAPTER 5: Enrichment: Enhance Daily Life 113 CHAPTER 6: Responsibility: Behave Fairly 147 CHAPTER 7: Community: Connect Me 184 CHAPTER 8: Contribution: Make Me Bigger Than I Am 214 PART III: CHOOSING CHANGE CHAPTER 9: Stepping Forward into Brand Citizenship 241 ENDNOTES 259 INDEX 287
"Leverages three years of research into brand loyalty, leadership and corporate citizenship to demonstrate the many rewards they offer, and lays out a civics course for businesses...valuable resource." -Accounting Today Advance Acclaim for Do Good "A great read for any company seeking to incorporate a social mission into their brand, without sacrificing profits. Anne Bahr Thompson's model of Brand Citizenship offers compelling advice and creative yet practical ways to connect with all stakeholders."-- Jay Coen Gilbert, co-founder of B Lab, the nonprofit behind the B Corp movement "Do Good offers a timely blueprint for building a strong brand with social impact at the core, as customer and employee expectations for the role business plays in society continue to increase."-- Andy Polansky, Chief Executive Officer, Weber Shandwick Worldwide "Anne Bahr Thompson's five-step Brand Citizenship model offers a new lens on the challenge of stewarding brands in an era of change and increasing complexity for brand owners." -- David Bickerton, Director of Communications, BP plc "Anne's book underscores what we experience each day as we work with the CEOs and companies in our coalition, and what the research has shown: that under-standing and meeting significant stakeholder needs is critical for companies to prepare for 2020. Do Good is required reading for leaders who want to meet today's business challenges head-on." -- Daryl Brewster, CEO, CECP: The CEO Force for Good "With her remarkable background and decades of experience, Anne Bahr Thompson has succeeded in joining profitability with purpose (a long-sought synchronization seldom achieved today) and crafted an exceptional framework for businesses to attain Brand Citizenship--which virtually guarantees a business success. A compelling read for everyone in business, I heartily endorse Do Good."-- Archie Carroll, Ph.D., Professor Emeritus, Terry College of Business, University of Georgia; senior coauthor of Business and Society, 10th Edition "Do Good is engaging, insightful, convincing, and useful. In a world where consumers, employees, and shareholders demand more from the brands they engage with, this book--and the unique Brand Citizenship model Thompson proposes within it--is essential reading for any business leader looking to unlock value and help their organization earn an extraordinary and irreplaceable role in people's lives." -- Kevin Jasmin, Director of Corporate Brand Strategy, TD Ameritrade ..".inspirational and insightful... If you don't understand the power of brand and brand alignment...then you need to read this book." -Banking Exchange
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