Purposeful Brands : 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.
| Main Author: | |
|---|---|
| Format: | eBook |
| Language: | English |
| Published: |
London :
Kogan Page, Limited,
2023.
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| Edition: | 1st ed. |
| Subjects: | |
| Online Access: | Click to View |
Table of Contents:
- 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.