Purposeful Brands

How Purpose and Sustainability Drive Brand Value and Positive Change
1. Auflage 2023
ISBN: 978-1-3986-0983-9
Verlag: Kogan Page

Buch, Englisch, 240 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 547 g

FINALIST: 2024 International Book Awards - Business: Marketing & Advertising 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.

Autoren/Hrsg.

Skees, Sandy

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Corporate Social Responsibility (CSR), Nachhaltiges Wirtschaften
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Unternehmensethik
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

• • Chapter - 01: Defining your brand’s purpose;
  • Chapter - 02: Articulating your purpose – how does the world need what you’re selling?;
  • Chapter - 03: Closing the ‘say-do gap’ – culture, competition, company and customer insights;
  • Chapter - 04: Operationalizing sustainability and ESG across siloes;
  • Chapter - 05: Unlocking energy through innovation and creativity;
  • Chapter - 06: Dismantling through creative destruction;
  • Chapter - 07: Showing up as ally, advocate or activist – purpose requires a backbone;
  • Chapter - 08: Storytelling and data – the new language of business;
  • Chapter - 09: Winning stakeholder buy-in for organizational and culture change;
  • Chapter - 10: Communications for good – integrated and infinite;
  • Chapter - 11: What’s next? The road ahead

Über Autor(innen)

Skees, Sandy
Sandy Skees (she/they) is EVP, Global Purpose and Impact Practice Lead at Porter Novelli, a communications consultancy part of the Omnicom Group. She has over 25 years of management consulting and strategic communications experience gained working with clients including Visa, Abercrombie & Fitch, Keurig Dr Pepper, CVSHealth and Samsung. Named as PRWeek's Most Purposeful Agency Pro of 2021, they are Chair of Sustainable Brands and an Advisory Board member of The Diversity Center. A seasoned speaker on brand, messaging and sustainability/ESG and DEI strategy, Skees has appeared in Campaign US, Forbes and PR News. They are based in San Francisco, California.

Sandy Skees (she/they) is EVP, Global Purpose and Impact Lead at Porter Novelli, part of the Omnicom Group. She has over 30 years of management consulting and strategic communications experience gained with clients including Visa, Abercrombie & Fitch, eBay and Panasonic. Named PRWeek's Most Purposeful Agency Pro of 2021, they are a Board Director of Sustainable Brands and an Advisor to The Diversity Center. A seasoned speaker on brand, messaging and sustainability, she has spoken at TEDx and appeared in Campaign US, Forbes, Journal of Brand Strategy, and PR News. Skees is based in Santa Cruz, California.