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Define and communicate an authentic brand purpose and close the say-do gap to drive growth, innovation and loyalty.
List of contents
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
About the author
Sandy Skees (she/they) is EVP, Global Purpose and Impact Practice Lead at Porter Novelli, a communications consultancy part of the Omnicom Group. She has over 25 years of management consulting and strategic communications experience gained working with clients including Visa, Abercrombie & Fitch, Keurig Dr Pepper, CVSHealth and Samsung. Named as PRWeek's Most Purposeful Agency Pro of 2021, they are Chair of Sustainable Brands and an Advisory Board member of The Diversity Center. A seasoned speaker on brand, messaging and sustainability/ESG and DEI strategy, Skees has appeared in Campaign US, Forbes and PR News. They are based in San Francisco, California.
