How To Embrace Good Brand Citizenship To Fuel Purpose And Profit With Anne Bahr Thompson

Today’s episode is with Anne Bahr Thompson. She is the founder of the brand consultancy Onesixtyfourth and former executive director of strategy and planning at Interbrand. In her book, DO GOOD: Embracing Brand Citizenship to Fuel Both Purpose and Profit , she explains how to embed social consciousness into a company’s DNA.

She offers a five-step model “that integrates doing good activities…with brand development to strengthen a brand’s reputation, foster greater loyalty, and enhance value creation. It’s a win-win-win solution that mutually benefits consumers, companies, and society.” The five steps of Brand Citizenship logically flow from one another:

Trust: Don’t Let Me Down. Brands that deliver on their promises are trusted more. Digital communications and information channels have made reciprocity one of five key requirements for trusted brands.
Enrichment: Enhance Daily Life. People identify more with—and are less price sensitive toward—brands that help them to simplify their routines, make mundane tasks less dull, and enrich their daily lives.
Responsibility: Behave Fairly. In a post-recession, flattened, and transparent world, customers expect brands to treat their employees fairly, behave ethically, and be proactive in their business practices.
Community: Connect Me. Brands that rally communities, motivate behavioral changes and fix social problems – provided they are not overtly political – attract more loyalists.
Contribution: Make Me Bigger Than I Am. Brands that play an active role in creating a more positive and life-enhancing future enrich loyalists’ lives by improving life on the planet.

DO GOOD helps leaders understand where their organizations are starting on the ME-to-WE continuum of Brand Citizenship and how to develop metrics to measure the perceptual, social, and financial impact of initiatives and programs. The book presents a wealth of business and brand case studies—ranging from legacy businesses to social enterprises, including Apple, Google, AMAZON, Walmart, and Vaseline to H&M, SunTrust Bank, Chipotle, Trader Joe’s, IKEA, and Burt’s Bees, as well lesser known companies such as Plum Organics, Lush, and Seventh Generation. With DO GOOD, business leaders will get an edge on implementing Brand Citizenship: a win-win-win solution for customers, society, and the bottom-line.

Resources Mentioned In The Episode:

DO GOOD: Embracing Brand Citizenship to Fuel Both Purpose and Profit: https://www.amazon.com/Do-Good-Embracing-Citizenship-Purpose/dp/0814438393
Onesixtyfourth: https://www.onesixtyfourth.com/
Brand Citizen Website: https://www.brandcitizenship.com/

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Tayo Rockson is the CEO and President of UYD Media, a media company that encourages people all over the world to use their difference to make a difference while celebrating diversity and educating others. He is an avid writer whose work can be seen on the Huffington Post, Among Worlds Magazine as well as Global Living Magazine. He is an authority on Third Culture Kids and assimilation into new cultures. He is the author of The Ultimate Guide To TCK Living and through his podcast and blog, he is heard and read by thousands of people in over 100 countries. He grew up in four different continents so he considers himself a citizen of the world. He has lived in Sweden, Burkina Faso, Nigeria, Vietnam and the United States and his goal is to ultimately leave the world a better place than it was before he came into it. Once he discovered that he was a Third Culture Kid (TCK) or someone who spent the formative part of his childhood years (0-18) outside of his parents' culture, he vowed to use his global identity to make an impact in the world. Feel free to connect with him on Twitter @TayoRockson where he is actively making new friends every day.