Purposeful Brands

How Purpose and Sustainability Drive Brand Value and Positive Change

Sandy Skees

• Editorial: Kogan Page
• Año: 2023
• ISBN:
  9781398609846
• Edición: 1
• Categoría: Business
• Categoría: Marketing

Drive innovation, brand loyalty and customer engagement through creating and acting on a crystallized and authentic brand purpose that demonstrates your company's commitment to making a positive impact on the world. Research demonstrates that brands who embrace purpose in a meaningful and joined-up way enjoy higher growth rates than their competitors. Purposeful Brands presents a clear and practical blueprint for defining and communicating a brand's purpose and - more importantly - creating alignment across a company to reflect what action it takes to support its purpose, mission and values, including sustainability initiatives. Written for branding, marketing and communications professionals in both new and established brands of all sizes, Purposeful Brands describes how to unlock energy through fostering innovation and creativity, use storytelling and data to communicate effectively with consumers and secure buy-in from stakeholders to help drive organizational and cultural change. Featuring original research, case studies and examples from leading brands including Abercrombie & Fitch, CVS Health, eBay, Microsoft and Sustainable Brands, this book is written by a leading practitioner in the space of brand purpose, impact and sustainability. It is an essential resource for embracing your brand purpose, to achieve the competitive edge and contribute to a regenerative and equitable world.

Índice

• List of Figures and Tables
• Acknowledgments
• About the Author
• Contributors
• Introduction: Purpose, Sustainability and ESG Work Together
• 01 Defining Your Brand’s Purpose: Brand Purpose as Your North Star
• 02 Articulating Your Purpose: Exploring and Defining Your North Star With a “Yes—and” Mindset
• 03 Operationalizing Sustainability/ESG Across Silos: From Purpose to Sustainability, Operationalizing in ESG Rigor
• 04 Closing the Say/Do Gap: Assessing Authenticity in Purpose
• 05 Unlocking Innovation and Creativity: “Yes—and” Thinking Can Solve Sustainability Challenges
• 06 Dismantling Through Creative Destruction: Intentional Deconstruction Makes Room for Innovation
• 07 Showing Up as Ally, Advocate or Activist: Purpose Requires a Backbone When Controversial Issues Arise
• 08 Telling Your New Brand Story: Purpose and Sustainability Require a Communications Framework and Campaign Approach
• 09 Engaging Stakeholders and Collaborators: Progress Requires a System of Change Agents
• 10 Communications For Good: The New Language of Business Includes Purpose and Sustainability
• Conclusion: What’s Next? When it Comes to Our Future, Hope is a Choice
• Index