Podcasts about do good embracing brand citizenship

Global brand strategist, accomplished researcher and executive board director, Anne is an early champion of the purpose space. For more than 25 years, she's been observing how social movements and cultural shifts impact people's relationships with each other, society and brands to connect organizations with people's values and a social consciousness.Anne's groundbreaking research that led to her pioneering Me-to-We continuum of Brand Citizenship® influenced a movement of purpose and profit that continues to inform the decisions of corporate, not-for-profit and academic leaders. She is the author of DO GOOD: Embracing Brand Citizenship to Fuel Both Purpose and Profit, a member of https://www.iaaglobal.org/sustainability, an Ambassador for Meaningful Business, a member of the Council of Aspiration and Inspiration for the Spirit of Humanity Forum, a 2020 Superbrands Branding Leader and a Trust Across America 2018 Top Thought Leader in Trust.A former executive director of strategy and planning and head of consulting at Interbrand, today Anne advises brands and leaders as they navigate continuously shifting cultural dynamics, turn purpose and sustainability into practice —and take calculated leaps to enhance positive impact and growth. She has spoken at the UN and numerous conferences internationally, been interviewed on podcasts, radio shows and Fox business, and taught marketing at NYU Stern School of Business's London campus. An active community volunteer who's served on boards and committees for non-profits in both the US and the UK, Anne is proud to have provided strategic support to numerous non-profit and humanitarian aid organizations. IN THIS EPISODE: Why the conversation around purpose is evolving.What makes it so hard to truly be a purpose-driven  brandThe importance of aligning brand values with employees and customers in order to avoid a disconnect between the brand's purpose and their perceptions.The necessity of engaging in dialogue with various audiences, particularly audiences that stand at the middle ground. How understanding the voices at both extremes and the middle of the spectrum can provide valuable insights and foster genuine connection with the audience.Core values should remain consistent, but the approach and methods to implement them can evolve over time, reflecting changing societal needs.It is vital for organizations to understand and internalize the essence of their brand and purpose. Being transparent about mistakes, acknowledging them, and finding solutions to fix them is essential in maintaining a trustworthy relationship with the audience.CONNECT WITH ANNE: annebahrthompson.com LinkedIn @Anne Bahr Thompson  STORYHOUSE is a production of Storyhouse Fifteen, a strategic coaching and branding studio that helps small business owners and do-good organizations find the clarity, the story, and the strategy to reach more people and grow their impact. Find Lindsay at storyhousefifteen.com or connect with her on LinkedIn.

Anne Bahr Thompson has a rich and layered background, from business school to banking to branding to research and advertising to purpose. Anne connects the dots between vying for profit and leading a purpose-driven company. The two are not incompatible, quite the opposite! But she also notes that too many companies have gone overboard looking at their "why", and not enough time has been spent looking at the "how." How will you make your purpose a reality? In this rich conversation, we look at how organizations can "Do good", which is the title of Anne's new book (see the notes for more on the book and where to find it), and what roles storytelling, research, data, strategy and branding  play in making the purpose of a company happen. Resources / Links: Anne's web siteAnne's book "Do Good: Embracing Brand Citizenship to Fuel both Purpose and Profit"For more on why we tell stories: "The 7 basic plots: Why we tell stories", by Christopher BookerStart With Why, Simon Sinek TED TalkFor more on Peter DruckerFind out more about The Narativ Storytelling Method atnarativ.comEMAIL Jerome@narativ.comLINKEDIN https://www.linkedin.com/company/narativ-incTWITTER @narativ

Brand Citizenship with Anne Bahr ThompsonWelcome to Difficult Conversations with Dr. Anthony Orsini. On today’s episode, my special guest is Anne Bahr Thompson, a Trust Across America 2018 Top Thought Leader and a top ten 2020 Superbrands Branding Leader who has been using the brands as a motivating source force for change, relationship building, and profitable growth for more than 25 years. She is the author of the book, Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit. Her pioneering model of Brand Citizenship, which is a win, win, win solution mutually beneficial to people, society, and the bottom line. Anne is a former executive director of strategy and planning and the head of consulting at Interbrand and she’s the founder of Onesixtyfourth, a strategic and creative consultancy that helps integrate purpose and social responsibility into brands, business strategy, and corporate culture. She’s been interviewed on numerous podcasts, radio shows, and Fox Business, and has spoken to business schools, conferences internationally and the UN.Anne tells us all about herself and her ground breaking book.. She defines Brand Citizenship and tells us what drove her to communications and her “5-Step Model” that balances purpose and profit. Dr. Orsini and Anne talk about the word "trust" and how trust begins with living up to your point of view. Anne discusses in depth each part of the “5-Step Model”: trust, enrichment, responsibility, community, and contribution. We learn why Apple is number one. She shares with us how citizenship is actually about ‘me and we’ and how Apple has been delivering it this way. Why is Anne not fond of the word authenticity, but prefers using the word sincere? Leadership is another one of Dr. Orsini’s favorite topics, and Anne tells us about how she overcomes the challenges when everyone is not on board with the conversations. As Anne said, “It’s being comfortable and confident to be the best version of yourself,” and that’s what a good Brand Citizen is about. Also, we hear advice from Anne on how to get people to “buy in.” We end with Anne telling us the most difficult conversation that she has on a regular basis and she shares some great advice.Host: Dr. Anthony OrsiniGuest:Anne Bahr ThompsonFor More Information:The Orsini WayThe Orsini Way-FacebookThe Orsini Way-LinkedinThe Orsini Way-InstagramThe Orsini Way-TwitterIt’s All In The Delivery: Improving Healthcare Starting With A Single Conversation by Dr. Anthony OrsiniResources Mentioned:Anne Bahr Thompson TwitterAnne Bahr Thompson LinkedinOnesixtyfourthDo Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit by Anne Bahr Thompsonabt@onesixtyfourth.com (Anne’s email)The Orsini Way-Podcast-Episode 116-Stephen M.R. Covey

Today's interview is with Anne Bahr Thompson, pioneer of the Brand Citizenship movement, founder of OneSixtyFourth and author of a new book: DO GOOD: Embracing Brand Citizenship to Fuel Both Purpose and Profit. Anne joins me today to talk about brand citizenship, her research, her new book and the power of aligning purpose, profit and doing good in business.

Anne Bahr Thompson, author of Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit, has been motivating business leaders to use their brands as a force for change. She shares her insights on how research proves that doing "good" boosts more than just your bottom line, the importance of sincerity, what companies are good brand citizens, the CEO’s role in brand citizenship, what individuals can do to be more sustainable, why caring for your employees is priority one, and more! #NothingWastedPodcast

Jeannie and Adam discuss the concept of social responsibility with Anne Bahr Thompson, author of Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit. Customers today expect a lot more from brands, but it’s not just about transparency and great service. Brands are now expected to be socially responsible when it comes to social, political and moral issues. But being socially responsible is much more complicated and sensitive than you may think. Although it’s great for a brand to say they support a certain cause or take a stance on a political issue, customers can easily access information that contradicts what the brand has said publicly. “In a social world, declaring your position really places you in control of your own reputation.” -Anne Bahr Thompson It’s easy to alienate customers by taking a stand, but when we don’t, customers will do their homework to find out what’s going behind the scenes then fill in the blanks for themselves. In fact, they will even judge your brand based on things like who your suppliers are and how they stand on a certain issue. “Trust is really hard to gain today because people are really savvy.” -Anne Bahr Thompson But it’s not all about avoiding bad publicity, or even creating any publicity, for that matter. Taking a stand and developing a sense of social responsibility leads to stronger company culture, happier, more productive employees, and better profits overall. “Building a corporate culture that’s about trust will actually make you more profitable in the long term, no matter what you’re doing.” -Anne Bahr Thompson So how does your company view corporate citizenship? Perhaps you’d like to take a stand but aren’t sure how to align it with your strategy for success. Or maybe your customers are asking questions you’re afraid to answer. Whatever the case is, customers want to do business with brands that do good, and they want proof. Whatever you’re doing, don’t miss this interview with Anne Bahr Thompson, author of Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit.  Listen in to learn how your brand can strike the right balance. Interview Highlights Doing good is a simple idea, but why is it more complicated for brands? [2:47] Social responsibility builds trust, so we asked Anne to outline the 5 steps to building trust and identify which are the most important. [6:45] It’s easy for brands to go too far (or not far enough) politically, but some strike just the right balance. How do they do it? [9:40] Brands are now in positions where they’re forced to take a stand, but what about those who just want to stick to business? [16:30] About our guest Named Trust Across America 2018 Top Thought Leader in Trust, Anne Bahr Thompson has been inspiring business leaders to use their brands as a motivating force for change for many years. With more than 25 years of experience as a global brand strategist, Anne is the author of DO GOOD, which explains her pioneering model of Brand Citizenship® – and the cultural dynamics that led to the creation of the model. A former executive director of strategy and planning and the head of consulting at Interbrand, the world’s leading brand consultancy, Anne is the founder of Onesixtyfourth, a boutique consultancy that helps companies align purpose and profit by integrating cultural shifts and a social conscience into brand development. Connect with Anne LinkedIn Twitter Website Learn more about Anne’s book and how to order Related Content 360Connext® post, How are Marketing and PR Setting Your Customer’s Expectations? Customers That Stick® post, 3 Examples of How to Easily WOW Customers Episode 083: Cause Marketing Done Well Episode 118: David Williams, Make-A-Wish We’re on C-Suite Radio! Check it out for more great podcasts Sponsor message: Start creating a successful CX strategy Are you ready to build a customer experience strategy on a solid foundation for the long term? We’re shattering the top 5 CX strategy myths in our latest evergreen webinar. You will learn: How to avoid the 5 so-called “Customer Experience Strategies” that aren’t strategies at all What drives a winning customer experience strategy and examples of companies that “get it” How to create a foundation for a customer experience strategy that works for the long term Join Jeannie at a time that works for you for some serious mythbusting and a head start on creating a customer experience strategy that works!  Sign Me Up!     Take care of yourself and take care of your customers.   Learn more about your ad choices. Visit megaphone.fm/adchoices

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/0814438393Onesixtyfourth: https://www.onesixtyfourth.com/Brand Citizen Website: https://www.brandcitizenship.com/ See acast.com/privacy for privacy and opt-out information.

Anne Bahr Thompson is the Founder and Chief Strategist of Onesixtyfourth — a boutique consultancy that integrates cultural shifts and a social conscience into brand development. Anne was named a 2018 Top Thought Leader in Trust. She’s the pioneer of the Brand Citizenship movement and has more than 25-years of experience as a global brand strategist, including a former executive director of strategy and planning and head of consulting at Interbrand, the world’s leading brand consultancy. Anne is also an accomplished researcher, speaker, and the author of the new book, “DO GOOD: Embracing Brand Citizenship to Fuel Both Purpose and Profit.” What you’ll learn about in this episode: What Anne’s trend research in 2011 showed regarding people’s views on corporate citizenship A breakdown of the meaning and implications of Brand Citizenship The five step model of how Brand Citizenship moves across the Me-to-We continuum Why trust is the first step in the Me-to-We continuum of Brand Citizenship Why consumers are looking to companies to enrich their lives How corporate responsibility is the pivot point on the Me-to-We continuum Why consumers value companies who are focused on the community Why contribution is the final step on the Me-to-We continuum Understanding the symbiotic relationship between earning a profit and doing well Why being a good Brand Citizen not only appeals to consumers but also helps recruit prospective employees Ways to contact Anne: Twitter: @annebt LinkedIn: Anne Bahr Thompson Website: www.brandcitizenship.com Website: www.onesixtyfourth.com  

How do you earn lasting trust from customers, employees, and stake holders? Founder of Onesixtyfourth and Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit, Anne Bahr Thompson shares five key steps to build a socially responsible brand that resonates with consumers. Then, are you feeling burnt out and unmotivated at work? Learn how to fan the flames of inspiration. CEO of Profound Performance and author of Find the Fire: Ignite Your Inspiration and Make Work Exciting Again, Scott Mautz, offers straightforward strategies to rediscover your motivation, attack fear of failure head on, and improve overall job satisfaction. [00:00:00] Anne Bahr Thompson Defines Brand Citizenship [00:05:56] Moving Forward on the 'Me to We Continuum' [00:11:30] Scent-sational Lessons from Mrs. Meyers [00:18:20] Don't Wait for Inspiration to Find You [00:26:26] Seeking Authenticity Over Approval [00:33:21] #1 Inspiration Killer: Fear of Failure

Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit by Anne Bahr Thompson Click here for the show notes! https://www.salesartillery.com/marketing-book-podcast/do-good-anne-bahr-thompson