- Shows how to create and communicate an authentic and meaningful brand purpose to connect with customers and foster innovation
- Describes how to close the 'say-do' gap in terms of what actions a brand takes in key areas such as sustainability and environmental, social and governance (ESG)
- Demonstrates how to use storytelling and data to communicate effectively and secure buy-in from stakeholders for organizational and cultural change
- Contains original research and case studies and examples from leading brands including Abercrombie & Fitch, Dick's Sporting Goods, Iron Mountain and South by Southwest (SXSW)
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.
Key features at a glance
EAN: 9781398609839
Edition: 1
Published:
Format: 235x158
240 pages
About the book
FINALIST: 2024 International Book Awards - Business: Marketing & Advertising
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 takes to support its purpose, mission and 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, CVS Health, eBay, Microsoft 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 (she/they) is EVP, Global Purpose and Impact Lead at Porter Novelli, part of the Omnicom Group. She has over 30 years of management consulting and strategic communications experience gained with clients including Visa, Abercrombie & Fitch, eBay and Panasonic. Named PRWeek's Most Purposeful Agency Pro of 2021, they are a Board Director of Sustainable Brands and an Advisor to The Diversity Center. A seasoned speaker on brand, messaging and sustainability, she has spoken at TEDx and appeared in Campaign US, Forbes, Journal of Brand Strategy, and PR News. Skees is based in Santa Cruz, California.
For anyone considering a career in sustainability, ESG communications or purpose, or those who are already well on their way in the industry, Sandy Skees's new book absolutely required reading. Easy to read, pragmatic and actionable, it's a must.
Related products
Related content
