Sandy Skees

Purposeful Brands (eBook, ePUB)

How Purpose and Sustainability Drive Brand Value and Positive Change

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 240
• Erscheinungstermin: 3. April 2023
• Englisch
• ISBN-13: 9781398609846
• Artikelnr.: 67620730

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