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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.
EAN: 9781398609839
Edition: 1
Format: 234x156
248 pages

About the book

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 actually takes to support its 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, CVSHealth, eBay 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.

About the authors

Sandy Skees 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, she is 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, she has appeared in Campaign US, Forbes and PR News. She is based in San Francisco, California.