Podcasts about onesixtyfourth

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.

Named Trust Across America 2018 Top Thought Leader in Trust, Anne Bahr Thompson has been inspiring business leaders to use their brands as a 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, Anne is the founder of Onesixtyfourth, a creative and strategic consultancy that helps that leaders integrate purpose and social responsibility into their brands, business strategy, and corporate culture. What you’ll learn about in this episode: What has been happening for Anne since her previous appearance on Onward Nation in episode #709 Why Anne has firmly focused her thought leadership around the specific area of brand citizenship How Anne spent seven years on semi-sabbatical while writing her book, due to the research time involved How Anne’s dedication to brand citizenship started when she was nine years old and questioning the decisions of others Why authenticity and aligning your values with your brand are an important component of brand citizenship Why it’s important to have everyone in your organization working toward the same purpose and goals Why basing your choices solely on profitability can cause more problems than they solve Why Anne defines success as having the ability to contribute your unique gifts to the world and those you serve How clearly defining your purpose can resonate throughout your organization and guide your operating principles What advice Anne would share about overcoming your fears and standing up for your beliefs Additional resources: Twitter: @annebt Email: abt@onesixtyfourth.com LinkedIn: www.linkedin.com/in/anne-bahr-thompson-626116 Website: www.brandcitizenship.com Website: www.onesixtyfourth.com

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. She started to observe and write about how peoples’ connections to companies were turning upside down at the start of the Millennium, before many others identified this shift. With more than 25 years 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. She spent several years in the banking sector in strategic planning and research and began her career at Grey Advertising. Anne brings the knowledge and understanding that only comes from interacting with a lengthy list of the world’s most prestigious brands including: Aegon, adidas, American Cancer Society, Citibank, Emerson, Hard Rock Cafe, IBM, ING, JPMorganChase, Kingfisher, MerckMedco, Microsoft, Pearson, Pepsi, Prudential, Quaker Oats, Roche, Save the Children, Scandinavian Airlines, STA Travel, Stolichnaya, Symantec, ThomsonReuters, Tri-Star Entertainment, UNICEF, Waitrose/John Lewis Partnership and many others.Anne’s writings have appeared in Brands and Branding (Economist Books), hbr.com, Brand Quarterly, Journal of Brand Strategy, Bloomberg News, The Guardian, PR News, and many other industry publications, and she has been interviewed about her mega trends on Fox Business. An active community volunteer, she is extremely proud of the work she has done for non-profit and humanitarian aid organizations, both global and local. She holds an MBA from the Darden Graduate School at the University of Virginia and has been an adjunct professor at New York University Stern School of Business’s London campus.

Anne Bahr Thompson is also the founder of the Brand Citizenship movement and the author of the book “Do Good”, which is designed to help leaders turn their brands into better corporate citizens. She is also a global brand strategist and founder of brand consultancy Onesixtyfourth. Prior to that, she was an Executive Director at Interbrand. In this episode, Anne shares her five-step process to successful Brand Citizenship, and we discuss how businesses can use these steps to build a better customer experience.   Resources mentioned: Do Good (book), by Anne Bahr Thompson. Conversations with God (book), by Neale Walsch. The Trouble with Advertising (book), by John O’Toole. On Being (podcast) Radiolab (podcast)   Key takeaways (starts at 43:21): Trust - Build trust with your customers and do what you say Enrichment - Figure out how you will provide enrichment to customers Responsibility - Be responsible with your own staff Community - A great community brings everyone together around your brand Contribution - Make people feel like they’re part of something bigger

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  

“People want brands to step in and solve things that government can’t.” With the latest news of #BoycottNRA and the #MeToo movement, it could seem that this is an idea plucked from recent headlines. But the role of business in social issues has been a part of the conversation for centuries. Anne Bahr Thompson is a leading expert on this and author of the new book Do Good.We discussed corporate social responsibility, brand citizenship, and more on this week’s episode of the On Brand podcast presented by Twenty20. About Anne Bahr Thompson With more than 25 years of experience as a global brand strategist, Anne Bahr Thompson is an accomplished researcher, writer and speaker, the pioneer of the strategic framework of Brand Citizenship®, 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, the world’s leading brand consultancy, Anne founded Onesixtyfourth, a boutique consultancy, to integrate cultural shifts & a social conscience into brand development. Her writings have appeared in Economist Books, hbr.org, The Guardian, Brand Quarterly, Bloomberg News, and many other publications. Anne’s new book, Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit, is available in stores and online now. Episode Highlights ICYMI: Do Good at SXSW. Last week, I mentioned Anne’s work and her new book Do Goodlive episode from SXSW during our where we discussed brands taking a stand socially and politically. Listen now. Did you know … Being a sucker for interesting brand names, I had to start the conversation with a question about the name of Anne’s consulting practice, Onesixtyfourth. I won’t paraphrase (I’m not sure I can paraphrase). It involves three Egyptian gods and an essential ingredient in taking things apart. Curious? You’ll have to listen to the episode for more. SPOILER: It involves leaving room for magic and exploration. Who excels at brand leadership? The usual CSR suspects always show up: TOMS, Warby Parker, Seventh Generation, Whole Foods, and Patagonia. But in 2011, Anne was surprised to see Apple leading the pack at a time when they were being lambasted for supplier relations. Why the disconnect? “Because Apple enriches people’s lives. It’s a huge ‘me’ proposition.” How brands can “do good” in five steps. Anne has broken this down into a five-step process: (1) You have to deliver on trust — have you done what you said you’ll do? (2) Enrichment — how are you enriching customers’ lives? To the previous point, Apple does this. (3) Responsibility — first to your employees and then the environment; this is where the pivot happens between being a “me brand” and a “we brand.” (4) Community — bringing people together through shared ideas. IBM did this with their values jam. (5) Contribution — this final step is when it’s part of the enterprise like Seventh Generation. Taking the first step. If this sounds scary, read Anne’s book for a step-by-step guide. When I asked Anne for a first step, she replied: “Courage. It takes courage to do something that doesn’t have a formula. It takes vulnerability.” Pouncing on a brand vs. giving a brand a chance. In today’s fast-moving media zeitgeist, many brands stumble and many are called out. “You have to punish companies behaving irresponsibly. But anyone who’s trying deserves a chance. We need to come together to solve problems.” What brand has made Anne smile recently? I was worried when Anne said she was going to deflect this question but her reason was insightful. “There’s no one brand. The ones that make me smile are the ones people city in my research.” A valid and data-driven answer. To learn more, go to brandcitizenship.com and connect with Anne on Twitter and LinkedIn. As We Wrap … Before we go, I want to flip the microphone around to our community … Steve Hutt gave us a shout on Twitter for several of our recent episodes. Thanks for listening! Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. Thanks again to our sponsor Twenty20. Your source for on brand photography for your brand. You can get five photos with Twenty20’s one-week free trial at Twenty20.com/OnBrand. Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to iTunes and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet!

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