Do good : embracing brand citizenship to fuel both purpose and profit / Anne Bahr Thompson.
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. -- Provided by publisher.
Record details
- ISBN: 9780814438398
- ISBN: 0814438393
- Physical Description: vii, 294 pages : illustrations ; 24 cm
- Publisher: New York, NY : AMACOM, American Management Association, [2018]
- Copyright: ©2018
Content descriptions
Bibliography, etc. Note: | Includes bibliographical references and index. |
Formatted Contents Note: | Pt. I. It's a brave new world. The new demand that brands make a difference -- Balancing social and financial values : the new brand and business equation -- Brand citizenship : the consumer-first model for doing good and doing well -- pt. II. The path of brand citizenship. Trust: don't let me down -- Enrichment : enhance daily life -- Responsibility : behave fairly -- Community: connect me -- Contribution : make me bigger than I am -- pt. III. Choosing change. Stepping forward into brand citizenship. |
Search for related items by subject
Subject: | Social responsibility of business. Citizenship. Corporate image. Branding (Marketing) |
Available copies
- 1 of 1 copy available at Kirtland Community College.
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- 0 current holds with 1 total copy.
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Location | Call Number / Copy Notes | Barcode | Shelving Location | Status | Due Date |
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Kirtland Community College Library | HD 60 .T46 2018 | 30775305537103 | General Collection | Available | - |