The future of purpose-driven branding : signature programs that impact & inspire both business and society / David Aaker.

Format:

Book

Author/Creator:

Aaker, David, author.

Language:

English

Subjects (All):

Brand name products.

Branding (Marketing).

Social responsibility of business.

Physical Description:

1 online resource (191 pages)

Place of Publication:

New York, NY : Morgan James Publishing, [2023]

Summary:

"Today's firms need a social effort that is serious and impactful to be relevant. It's not enough to make a commitment to reduce energy or have an ad hoc unbranded budget for grants and volunteering -- the world needs their resources and agility to address existential threats in society, and their customers (and employees) demand it. As an influential voice in branding and market connection, David Aaker examines how businesses can adapt their approaches for social betterment in, The Future of Purpose-Driven Branding: Signature Programs that Impact & Inspire Both Business and Society. According to Aaker, the future of branding demands that businesses: Create a purpose and culture that nurtures social and environmental efforts. Create signature programs to carry that message. Build strong signature brands in part with five branding "Must Dos." Use the signature brands to advance a business to get their endorsement and access to their resources. The Future of Purpose-Driven Branding demonstrates how firms can create signature programs, build their brands, and use them to advance a business brand, in order to maintain relevance and connect with future consumers." -- Provided by publisher.

Contents:

Chapter 1 : The future of purpose-driven branding: three strategic thrusts

Addressing societal challenges

The future: attack society challenges with signature social programs

The future: integrate signature social programs into a business

The future: build inspiring, credible signature social brands

The role of branding

The book plan

Part I : Purpose-driven branding: the context

Chapter 2 : Unilever: a heritage of addressing society needs

The Unilever story

Unilever sustainable living plan: USLP followed by Unilever Compass

Dove: elevating women's confidence and self-esteem

Lifebuoy: a life saving social program

Ben & Jerry's

Reflections

Chapter 3 : Salesforce: a social program pioneer

Salesforce: story of Marc Benioff's vision

The 1-1-1 (now pledge 1%) corporate giving model

Technology for social change

Workforce development: improving access to education

Citizen philanthropists

Environmental efforts

Commitment to measurement

Chapter 4 : Five drivers of social effort momentum

The stakeholder paradigm is winning

Employees and other stakeholders demand it

The seriousness and visibility of societal problems

Businesses with resources, insights, and agility can contribute

Business brands need a social program energy and image lift

Lessons from historians

Part II : Signature social programs that inspire, impact, & thrive

Chapter 5 : Purpose/mission and culture that enable and inspire social programs

Prophet impact: an evolution

Creating a purpose or mission that nurtures social programs

Adapting the culture

Chapter 6 : The signature social program

Goldman Sachs: social programs that inspire, impact and fit

Signature social programs

Internal vs. external signature social programs

Umbrella brands

Managing the team of signature social programs

Making a signature social program effective

Chapter 7 : Find signature social programs that inspire, impact and fit

Walmart's transformation

Analyze the major societal challenges

The founder or CEO insight

Look to employees, customers, suppliers, technology & existing programs

The firm's heritage, assets/expertise, & offering

Criteria in selecting the right program

Programs evolve

Part III : Integrating the signature social program into the business

Chapter 8 : Integration: the signature social program job 2: enhance a business

Barclays gains trust

Why add economic value to a business?

How a signature social program can enhance a business brand

Quantifying the impact on brand equity

Walking a fine line

Chapter 9 : Integration: the business supports the signature program

Habitat for Humanity: the best at creating business partners

Find and activate a business partner

The internal signature program

The nonprofit external signature program

Linking the signature program to the business

Part IV : Putting signature social brands on steroids: five branding "must dos"

Chapter 10 : Building inspiring signature social brands

Brand building strategy fundamentals

Brand building vehicle option

Brand building "must dos"

Chapter 11 : Must-do 1: create a north star direction to clarify, guide & inspire

White Pony Express: love in action

Purpose or mission

Brand vision (or brand identity)

Positioning (or framing)

Tagline (or slogan)

Chapter 12 : Must-do 2: create brand communities

Patagonia has heart

A brand community

Why a community?

Engagement

When is a brand community a brand community?

How brand communities help signature brands

Signature programs enable brand communities

Multiple communities

What brand community?

Chapter 13 : Must-do 3: find & employ signature stories

The Natalia story

The Cisco stories

KIND

HP my story storytelling challenge

Communication: the role of stories

Signature stories

How a signature story works

Multiple story sets

Barriers to story use

Chapter 14 : Must-do 4: find & fire your silver bullet brands

Radical hospitality

Branded differentiators, energizers, & sources of credibility

The silver bullet needs a strong & actively managed brand

Silver bullet brands within the signature programs

Founder/CEO, endorsers, and partners as silver bullet brands

Chapter 15 : Must-do 5: scale your signature social program

Lava Mae: a scaling story

The Food Bank

Ronald McDonald House

Learnings on scaling

Chapter 16 : Evaluating your signature social program & brand.

Notes:

Includes index.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9781631959899

1631959891