Do good : embracing brand citizenship to fuel both purpose and profit / Anne Bahr Thompson.

Format:

Book

Author/Creator:

Thompson, Anne Bahr, author.

Language:

English

Subjects (All):

Social responsibility of business.

Citizenship.

Corporate image.

Branding (Marketing).

Physical Description:

1 online resource (1 volume) : illustrations

Edition:

1st edition

Other Title:

Embracing brand citizenship to fuel both purpose and profit

Place of Publication:

2017.

New York, [ New York] : AMACOM, 2018.

System Details:

text file

Summary:

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.

Notes:

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9780814438404

0814438407

OCLC:

998753827