Purposeful Brands PDF Download

Author: Sandy Skees
Publisher: Kogan Page Publishers
ISBN: 1398609846
Category : Business & Economics
Languages : en
Pages : 241

View

Book Description
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.

Author: Scott Goodson
Publisher: Kogan Page
ISBN: 9781789668261
Category : Business & Economics
Languages : en
Pages : 288

View

Book Description
Tap into the rise of the conscious consumer. Activate your brand's purpose and turn it into meaningful action, to show your customers what you truly stand for.

Author: Afdhel Aziz
Publisher: Simon and Schuster
ISBN: 1682450473
Category : Business & Economics
Languages : en
Pages : 304

View

Book Description
“We are at a crossroads: either we can try to prop up the old, broken marketing model, or we can create a new model, one that is fit for the unique challenges of today.” —From Good Is the New Cool Marketing has an image problem. Media-savvy millennials, and their younger Gen Z counterparts, no longer trust advertising, and they demand increased social responsibility from their brands—while still insisting on cutting-edge products with on-trend design. As always, brands need to be cool—but now they need to be good, too. It’s a tall order, and with new technology empowering consumers to bypass advertisements altogether, it won’t be long before the old, advertising-based marketing model goes the way of the major label. If only there was a new model, one that allowed companies to address environmental, civic, and economic issues in a way that grew their brand and business, while giving back to society, and re-branding branding as a powerful force for good. Enter Good is The New Cool, a bold new manifesto from marketing experts Afdhel Aziz and Bobby Jones. In provocative, whip-smart, and streetwise style, they take aim at conventional marketing, posing the questions few have had the vision and courage to ask: If the system is broken, how can we fix it? Rather than sinking money into advertising, why not create a new model, in which great marketing optimizes life? With seven revolutionary new principles—from “Treat People as Citizens, Not Consumers,” to “Lead with the Cool”—and insights and interviews from a new generation of marketers, social entrepreneurs, and leaders of such brands as Zappos, Citibank, The Honest Company, as well as the culture creators working with artists like Lady Gaga, Pharrell, and Justin Bieber, this rule-breaking book is the new business model for the twenty-first century, and a call to action for anyone committed to building a better tomorrow. This visionary book won’t just change your business—it will change the world.

Author: Ranjay Gulati
Publisher: HarperCollins
ISBN: 0063088932
Category : Business & Economics
Languages : en
Pages : 326

View

Book Description
Thinkers50 Top 10 Best New Management Books for 2022 A distinguished Harvard Business School professor offers a compelling reassessment and defense of purpose as a management ethos, documenting the vast performance gains and social benefits that become possible when firms manage to get purpose right. Few business topics have aroused more skepticism in recent years than the notion of corporate purpose, and for good reason. Too many companies deploy purpose, or a reason for being, as a promotional vehicle to make themselves feel virtuous and to look good to the outside world. Some have only foggy ideas about what purpose is and conflate it with strategy and other concepts like “mission,” “vision,” and “values.” Even well-intentioned leaders don’t understand purpose’s full potential and engage half-heartedly and superficially with it. Outsiders spot this and become cynical about companies and the broader capitalist endeavor. Having conducted extensive field research, Ranjay Gulati reveals the fatal mistakes leaders unwittingly make when attempting to implement a reason for being. Moreover, he shows how companies can embed purpose much more deeply than they currently do, delivering impressive performance benefits that reward customers, suppliers, employees, shareholders, and communities alike. To get purpose right, leaders must fundamentally change not only how they execute it but also how they conceive of and relate to it. They must practice what Gulati calls deep purpose, furthering each organization’s reason for being more intensely, thoughtfully, and comprehensively than ever before. In this authoritative, accessible, and inspiring guide, Gulati takes readers inside some of the world’s most purposeful companies to understand the secrets to their successes. He explores how leaders can pursue purpose more deeply by navigating the inevitable tradeoffs more deliberately and effectively to balance between short- and long-term value; building purpose more systematically into every key organizational function to mobilize stakeholders and enhance performance; updating organizations to foster more autonomy and collaboration, which in turn allow individual employees to work more purposefully; using powerful storytelling to communicate a reason for being, arousing emotions and building a community of inspired and committed stakeholders; and building cultures that don’t merely support purpose, but also allow employees to link the corporate purpose to their own personal reasons for being. As Gulati argues, a deeper engagement with purpose holds the key not merely to the well-being of individual companies but also to humanity’s future. With capitalism under siege and relatively low levels of trust in business, purpose can serve as a radically new operating system for the enterprise, enhancing performance while also delivering meaningful benefits to society. It’s the kind of inspired thinking that businesses—and the rest of us—urgently need.

Author: Jim Whitt
Publisher: Lariat Press
ISBN: 0977000400
Category : Business & Economics
Languages : en
Pages : 128

View

Book Description
Riding for the Brand is a western that's set in the future. It's a short novel about leadership, human motivation and change. The story revolves around two men: Bob Fooshee, a freelance writer, and Burns Marcus, a rancher who builds a business empire. The year is 2030, and Fooshee is dispatched by a magazine to write about Marcus, whose ranch was near bankruptcy 25 years earlier. It was then that Marcus, searching for answers, attended the cattlemen's convention in San Antonio and heard a speaker who provoked him to radically change the way he approached his business. This was the catalyst that led Marcus to start Diamond Enterprises, which becomes the model organization of the 21st century. While interviewing Burns at his ranch in Oklahoma, Bob rides pasture, ropes a few steers and discovers the key to Burns Marcus' success - the power of purposeful leadership.

Author: Thomas Kolster
Publisher: Routledge
ISBN: 1000034682
Category : Business & Economics
Languages : en
Pages : 255

View

Book Description
Most companies today are firmly on the social and environmental issues ‘bandwagon’, like bees around a honey pot, from plastic in oceans through to diversity. As a result, people are increasingly distrustful of these efforts which they view as cheap marketing stunts meant to wow people into buying more. "Try to fly like a superman, and you will come down like a tin of soup." Market economists have long told us that we’re driven only by money and status, but the inherent human truth that cuts across age, culture and gender uncovers a stronger force: we wish to be in charge of our own lives and our own happiness. Through extensive growth and affinity research, world-renowned purpose-pioneer, Thomas Kolster, uncovers a simple answer that is key to driving marketing growth in the 21st century: if you put people in control of the marketing mix, from products to promotion, they can grow and in turn grow your organisation. This book explains the meteoric rise of a company like AirBnB, how a 20-something Swede, Maria de la Croix, built a global coffee empire like Wheelys in just a few years, and how a group of friends hanging out in a bar in Melbourne created one of the largest global non-profits fighting for men’s health, Movember – and how you can empower people to do the same. Today’s power no longer rests in the hands of the privileged few, but in the talented many. It is time for you to unleash that power, in numbers. Drawing on top-line marketing case studies and in-depth interviews, Kolster demonstrates how people are truly motivated to act when they’re in charge of their own life and happiness. ‘Who can you help me become?’ is the one essential question you need to be asking and acting on to chart a new course for your organisation, changing behaviours at scale and unlocking sustainable growth that benefits all.

Author: Nathalie Nicole Smith
Publisher:
ISBN: 9780578486215
Category :
Languages : en
Pages :

View

Book Description
Learn how you can implement 12 simple keys to build a personal brand that pays you.In this book we are going to look at how to create a strong brand that invites success into your life and allows you to make a real difference in the world. You are going to learn: How to brand your company or yourself in a way that separates you from everyone else out there and send your profits skyrocketing!How to set better goals and motivate yourself to achieve more than you ever would have on your own! How to focus and plan better so that you produce results quickly!& More

Author: Deanna Mulligan
Publisher: Columbia University Press
ISBN: 0231553129
Category : Business & Economics
Languages : en
Pages : 307

View

Book Description
A WALL STREET JOURNAL BUSINESS BESTSELLER The future of work is already here, and what this future looks like must be a pressing concern for the current generation of leaders in both the private and public sectors. In the next ten to fifteen years, rapid change in a post-pandemic world and emerging technology will revolutionize nearly every job, eliminate some, and create new forms of work that we have yet to imagine. How can we survive and thrive in the face of such drastic change? Deanna Mulligan offers a practical, broad-minded look at the effects of workplace evolution and automation and why the private sector needs to lead the charge in shaping a values-based response. With a focus on the power of education, Mulligan proposes that the solutions to workforce upheaval lie in reskilling and retraining for individuals and companies adapting to rapid change. By creating lifelong learning opportunities that break down boundaries between the classroom and the workplace, businesses can foster personal and career well-being and growth for their employees. Drawing on her own experiences, historical examples, and reports from the frontiers where these issues are unfolding, Mulligan details how business leaders can prepare for and respond to technological disruption. Providing a framework for concrete and meaningful action, Hire Purpose is an essential read about the transformations that will shape the next decade and beyond.

Author: Paul Temporal
Publisher: Harriman House Limited
ISBN: 0857195891
Category : Business & Economics
Languages : en
Pages : 312

View

Book Description
Brands have never been more important than they are today. As Paul Temporal explains in this fully revised and updated third edition of his classic bestseller, the challenges of the business world are greater now than ever before. Brand managers have to cope with a broader range of variables and pressures from the marketplace and consumers. The lifeline of a strong brand can mean the difference between success and failure, or survival and extinction, in this turbulent environment. But what constitutes a strong brand? How should it be developed and managed? How do you activate and manage a winning brand strategy? Advanced Brand Management is the indispensable guide that provides all the answers. Paul Temporal addresses every issue related to brand management in the 21st century, providing the background theory and illustrating this with thoughtful case studies from across the business world. In this third edition, all chapters have been updated, and a completely new chapter is included on the growth of the digital world and the use of the Internet. Throughout, there is an increased emphasis on brand strategy and updates to case studies, with entirely new cases being added. If you want to make your own branding a success, you can’t afford to be without Advanced Brand Management.

Author: Jeanette Maw McMurtry
Publisher: Entrepreneur Press
ISBN: 161308479X
Category : Business & Economics
Languages : en
Pages : 212

View

Book Description
Discover game-changing marketing tactics and strategies essential for your business to thrive and stand out in today's ever-changing marketplace. Succeeding in marketing your business goes beyond catchy slogans and flashy offers; it requires a well-defined, adaptable business and product aligned with the current environment and trends. This book aims to equip you with practical insights into how consumers select brands, cultivate loyalty, and execute effective marketing strategies, even as a team of one. You'll discover how to: Define your value and distinguish your brand in the marketplace. Comprehend the trends, attitudes, and purchase criteria influencing your customers. Gain insights into the psychology driving consumer behavior and choices. Develop and implement a marketing plan to achieve revenue goals. Create engaging content and optimize digital advertising strategies. This book caters to entrepreneurs aiming to establish a standout business, grasp customer psychology, and generate tangible revenue using effective marketing techniques tailored to your business.