http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
How Purpose and Sustainability Drive Brand Value and Positive Change
Define and communicate an authentic brand purpose and close the say-do gap to drive growth, innovation and loyalty.
Cover -- Contents -- List of Figures and Tables -- Acknowledgments -- About the Author -- Contributors -- Introduction: Purpose, Sustainability and ESG Work Together -- 01 Defining Your Brand's Purpose: Brand Purpose as Your North Star -- Pre-Purpose -- Silent Spring and the Environmental Protection Agency -- The Birth of Purpose -- The Business Roundtable -- Defining Purpose -- The Three Elements of Purpose -- The Commons and Tragedy -- Mission -- Values -- How Do Purpose, Sustainability, and ESG Work Together? -- Defining Sustainability -- Environment, Social, Governance -- References -- 02 Articulating Your Purpose: Exploring and Defining Your North Star With a "Yes-and" Mindset -- Purpose Exploration -- Discovery -- Blue Sky Ideation -- Plan Development -- References -- 03 Operationalizing Sustainability/ESG Across Silos: From Purpose to Sustainability, Operationalizing in ESG Rigor -- Integrated Communications -- Brand Transformation -- Purpose and Sustainability Leadership Continuum -- Continuum Elements -- Another "Aha" Moment -- References -- 04 Closing the Say/Do Gap: Assessing Authenticity in Purpose -- Green Hushing -- Regulatory Disclosure -- Greenwashing -- Internal Change Management -- Start With Purpose -- Establish a Working Group -- Build Out the Governance -- Focus, Focus, Focus -- Start Internal, Show External Pressure -- Sustainability as the Great Connector -- Comprehensive Change Management -- The Power of Branding and Language -- References -- 05 Unlocking Innovation and Creativity: "Yes-and" Thinking Can Solve Sustainability Challenges -- Starting with Compliance as a Driver -- Extended Producer Responsibility -- Exploring an All-Gender Landscape for Inclusive Innovation -- References -- 06 Dismantling Through Creative Destruction: Intentional Deconstruction Makes Room for Innovation -- Fashionable Changes.
From ICE to BEV -- Sacred Cows and the Status Quo -- References -- 07 Showing Up as Ally, Advocate or Activist: Purpose Requires a Backbone When Controversial Issues Arise -- Structure -- Issue Sensing and Surfacing -- Decision-Making Methodology -- Governance and Resources -- Response Mechanism and Engagement Options -- Engagement Personas -- Milestone Moments and Cultural Celebrations -- References -- 08 Telling Your New Brand Story: Purpose and Sustainability Require a Communications Framework and Campaign Approach -- What Story Are We Trying to Tell? -- Organizational and Product Trust -- A Sustainability Strategy Needs a Platform and Narrative Framework -- The Evolving Sustainability Report -- ESG Data -- Owned, Earned, and Paid Platforms -- Integration with Marketing -- Measuring Success -- References -- 09 Engaging Stakeholders and Collaborators: Progress Requires a System of Change Agents -- Starting at the System Level -- Prioritizing Employees -- Engaging the Supply Chain -- Convincing Investors -- Working With Activists -- Including Politicians, Campaigns and Trade Associations -- References -- 10 Communications For Good: The New Language of Business Includes Purpose and Sustainability -- Communications is Key -- Understanding the Emotional Dimension -- Communications for Good -- Internal Communications -- External Communications -- References -- Conclusion:What's Next? -- References -- Index.