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.

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.

Product details

• Authors: Sandy Skees
• Publisher: Kogan Page
• Languages: English
• Product format: Hardback
• Released: 03.04.2023
• EAN: 9781398609853
• ISBN: 978-1-3986-0985-3
• No. of pages: 240
• Dimensions: 160 mm x 240 mm x 25 mm
• Weight: 605 g
• Subjects: Social sciences, law, business > Business > Advertising, marketing; BUSINESS & ECONOMICS / Business Ethics, BUSINESS & ECONOMICS / Strategic Planning, BUSINESS & ECONOMICS / Marketing / General, Business ethics & social responsibility, Sales & marketing management, business strategy, Business ethics and social responsibility, Sales and marketing management