商品簡介
Thompson, a global brand strategist and researcher, shows companies how to “do good” while also making profits. She outlines a brand citizenship model that integrates activities like fair employee policies, corporate and social responsibility, sustainability programs, ethical sourcing, and charitable giving, with brand development to strengthen a company’s reputation, increase loyalty, and enhance value creation, to benefit consumers, companies, and society. The model involves trust, enrichment, responsibility, community, and contribution. She explains the factors leading to the demand that brands address the desire for community and contribution, as well as individual satisfaction; the need to balance social and financial values; the creation of the brand citizenship model; how organizations are meeting requirements to both do good and profit, with examples like Walmart, Amazon, Trader Joe’s, IKEA, Burt’s Bees, Kimberly-Clark, IBM, Seventh Generation, and Lush; and specific strategies and techniques organizations can use to align themselves with the model. Annotation ©2018 Ringgold, Inc., Portland, OR (protoview.com)
作者簡介
ANNE BAHR THOMPSON is founder of the brand consultancy Onesixtyfourth and former executive director of strategy and planning at Interbrand. She has been featured in the Financial Times, The New York Times, and on Fox Business and MarketWatch Radio.
