Sandy Skees

Purposeful Brands

How Purpose and Sustainability Drive Brand Value and Positive Change

• Gebundenes Buch

Produktbeschreibung

Define and communicate an authentic brand purpose and close the say-do gap to drive growth, innovation and loyalty.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 240
• Erscheinungstermin: 25. April 2023
• Englisch
• Abmessung: 234mm x 156mm x 21mm
• Gewicht: 517g
• ISBN-13: 9781398609853
• ISBN-10: 1398609854
• Artikelnr.: 65177156

Autorenporträt

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.

Inhaltsangabe

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