Brands on a Mission: How to Achieve Social Impact and Business Growth Through Purpose

ISBN-13: 9780367428334 / Angielski / Twarda / 2020 / 210 str.

Myriam Sidibe

Opis

Brands on a Mission explores the importance of creating a performance culture that is built on driving impact through purpose, and the type of talent required to drive these transformational changes within companies – from CEO to brand developers.

Spis treści

1. Why Brands Need a Social Mission   2. Dove and the Impact of Body Image   3. Driving Mass Behavioural Change   4. Durex: How a global condom brand helps reduce HIV infections  5. Collaborating with Outside Partners: How do strange bedfellows get along?   6. How Lifebuoy Secured a Seat at the Table of Lifesavers   7. Brand Advocacy: Can brands drive social movements?   8. How Discovery Limited Promotes Health through its Vitality Brand   9. Carling Black Label #NoExcuse: An alcohol brand counters violence against women   10. What do Numbers Really Mean: The challenge of measurement and accountability for brands on a mission   11. How LIXIL is Changing the Narrative on Sanitation   12. Winning Support within the Corporation   13. How Processed Food Brands can gain a Social Purpose: The public health challenge of this century and the biggest opportunity for brands   14. Concluding Thoughts