The Future of Purpose-Driven Branding PDF Download

Author: David Aaker
Publisher: Morgan James Publishing
ISBN: 1631959891
Category : Business & Economics
Languages : en
Pages : 273

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Book Description
Today’s firms need a social effort that is serous and impactful to be relevant. It’s not enough to make a commitment to reduce energy or have an ad hoc unbranded budget for grants and volunteering—the world needs their resources and agility to address existential threats in society, and their customers (and employees) demand it. As an influential voice in branding and market connection, David Aaker examines how businesses can adapt their approaches for social betterment in, The Future of Purpose-Driven Branding: Signature Programs that Impact & Inspire Both Business and Society. According to Aaker, the future of branding demands that businesses: Create a purpose and culture that nurtures social and environmental efforts Create signature programs to carry that message Build strong signature brands in part with five branding “Must Dos” Use the signature brands to advance a business to get their endorsement and access to their resources The Future of Purpose-Driven Branding demonstrates how firms can create signature programs, build their brands, and use them to advance a business brand, in order to maintain relevance and connect with future consumers.

Author: David Aaker
Publisher:
ISBN: 9781631959882
Category : Business & Economics
Languages : en
Pages : 0

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Book Description
The Future of Purpose-Driven Branding is an essential resources for businesses seeking to create signature social programs that truly impact, communicate a firm's social effort, and advance their business.

Author: Terry Smith
Publisher: Walter de Gruyter GmbH & Co KG
ISBN: 3110718634
Category : Business & Economics
Languages : en
Pages : 620

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Book Description
Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies – the development of brands that deliver profi t with purpose, are sustainable, and create mutually benefi cial meaning. It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning–from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand.

Author: Scott Goodson
Publisher: Kogan Page Publishers
ISBN: 1789668255
Category : Business & Economics
Languages : en
Pages : 257

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Book Description
SHORTLISTED: Business Book Awards 2022 - International Business Book category CATEGORY SILVER WINNER: Axiom Awards 2022 - Business Commentary Category The greatest challenge facing leaders is activating and actioning purpose based brands to the people who matter inside the company and out. Recent statistics prove that more than 87% of consumers would purchase a product because a company advocated for an issue they cared about, and more than two-thirds would refuse to do so if the company supported an issue contrary to their beliefs. We live in an age of activism - the conscious consumer is more socially aware than ever before, and this is reflected in their buying habits. Yet, activism on behalf of brands is lagging. While many claim to be 'purpose driven', far too often this purpose is relegated to a plaque above the CEO's desk, and never goes any further. Or, worse, the 'purpose' is transparently used as a marketing ploy, but never acted upon in any real way. Activate Brand Purpose shows readers how to transform their brand's purpose into meaningful action by sparking a company wide cultural movement, beginning internally and permeating externally. Regardless of whether your purpose is lofty and socially conscious, or all business, focus on galvanizing people, and they will respond if you can prove that you care about that purpose, and that you're working to realize it, rather than simply chasing the next dollar. This book contains a clearly explained, proven framework that will make this happen.

Author: Md Tahidul Islam
Publisher: Ocleno
ISBN:
Category : Business & Economics
Languages : en
Pages : 17

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Book Description
Dive into the Transformative Journey of Branding: Uncover the Art of Infinite Branding In the immersive pages of "Infinite Branding: Mastering the Art of Timeless Impact," the intricate world of branding unfolds like never before. Step into a realm where creativity meets strategy, purpose intertwines with innovation, and emotional connections resonate profoundly. From unraveling the depths of brand identity to navigating the digital frontier, embracing purpose-driven initiatives to fostering innovation-driven resilience, this comprehensive guide explores every facet of branding with depth and clarity. Discover the essence of brand DNA, where identity goes beyond logos and colors, weaving a tapestry of emotions and authenticity. Delve into the heart of storytelling, understanding its power to create lasting connections, and explore the vital role of purpose-driven branding, where businesses become beacons of positive change. Navigate the dynamic landscapes of digital branding and innovation, learning the secrets of adapting to changing trends with agility and grace. Through inspiring case studies, expert insights, and real-world examples, "Infinite Branding" transcends conventional wisdom. It empowers entrepreneurs, marketers, and business leaders to embrace a holistic approach, transforming their brands into timeless legacies. Whether you're a startup visionary or a seasoned executive, this book equips you with the knowledge to craft emotional narratives, foster unwavering loyalty, and leave an indelible mark on the world. Embark on a transformative journey where creativity knows no bounds, purpose drives every decision, and innovation paves the way to a future where brands aren't just labels but enduring stories that resonate across time. "Infinite Branding" isn't just a guide; it's a manifesto for those daring enough to redefine the very essence of branding and leave a legacy that echoes through generations.

Author: Masengu, Reason
Publisher: IGI Global
ISBN:
Category : Business & Economics
Languages : en
Pages : 696

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Book Description
In the wake of increasing consumer and stakeholder concerns regarding environmental and social issues, and the vulnerabilities exposed by the COVID-19 pandemic, sustainable marketing has emerged as a critical aspect of modern business strategies. Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future provides a comprehensive and timely exploration of the key concepts, trends, and challenges in sustainable marketing within today's dynamic business environment. This book delivers an extensive overview of sustainable marketing, covering a diverse range of topics. It delves into the role of sustainable marketing in addressing environmental and social concerns, examines its impact on consumer behavior and brand loyalty, and showcases best practices for integrating sustainability into marketing strategies and tactics. Additionally, it explores the challenges and opportunities associated with implementing sustainable marketing across various industries, investigates the influence of digital technologies on sustainable marketing, and explores the future of sustainable marketing in the post-COVID-19 era. Targeting marketing professionals, business leaders, marketing students and educators, and individuals interested in advancing sustainable business practices, this book serves as an invaluable resource. It offers insights into the role of marketing in creating a more environmentally friendly future and equips readers with the latest strategies and best practices for promoting sustainability through marketing.

Author: El-Gohary, Hatem
Publisher: IGI Global
ISBN: 1799871940
Category : Business & Economics
Languages : en
Pages : 471

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Book Description
The business world today is changing enormously due to many factors that affect every element of the business cycle worldwide. From globalization to recession, in addition to other environmental forces, companies today face numerous challenges that have a great impact on business. Among the factors that are affecting the current way business is conducted are the emergence of marketing tools including the internet, internet of things (IoT), virtual reality, mobile applications, social media, electronic word of mouth (eWoM), artificial intelligence, digital marketing, and more that have a great impact not only on customers but also on companies. It is imperative for businesses to embrace the utilization of these tools in order to expand their customer base and provide unique, successful consumer experiences. The Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing provides comprehensive coverage of current global marketing trends related to the use of technology. The book links the industry with academia by providing useful insights on how to improve businesses’ ability to create and customize customer value and loyalty. Covering topics including e-commerce, mobile marketing, website development, and phygital customer experiences, this book is essential for marketers, brand managers, advertisers, IT consultants and specialists, customer relations officers, managers, practitioners, business owners, marketing and business associations, students, researchers, and academicians interested in incorporating the latest technologies and marketing strategies into their businesses and studies.

Author: Carlos Rey
Publisher: Springer
ISBN: 3030176746
Category : Business & Economics
Languages : en
Pages : 153

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Book Description
A higher purpose is not simply about profit. Symbolising the motivations of our actions and efforts, it reflects something much more aspirational and contributes to our global society. This open access book offers novel solutions to ensure employees support a wider organizational meaning whilst guaranteeing that the company benefits from the employee’s individual sense of purpose. Advocating a shift from previous models and theories, this book contributes to debate and offers insight for both scholars and practitioners. The chapters bring together academic rigour and practical models to help readers distinguish between the fads and influential strategies. Exploring the development of purpose at each level of business, from strategy and leadership to communication, this book avoids theoretical jargon and provides new approaches to building sustainable purpose-driven organizations. This is an Open Access book sponsored by DPMC Spain, UIC Barcelona and Corporate Excellence - Centre for Reputation Leadership

Author: Kai Jacob
Publisher: Springer Nature
ISBN: 3031142403
Category : Law
Languages : en
Pages : 460

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Book Description
“Humanization and the Law” combines two current and complementary trends in the business-to-business (B2B) market of the legal industry: digitalization and humanization. On the one hand, digital transformation in corporate legal departments and law firms continues to advance. Contract management, e-discovery, due diligence, legal operations, and forensic data analysis are just a few examples of task areas where the use of intelligent software solutions minimizes legal risks and increases compliance, enables efficiency gains and cost reductions through automation, and allows faster and more agile responses to changing market demands and client expectations. On the other hand, the increasing number of failed digitalization projects shows that technology alone is not enough to successfully transform legal departments and law firms. Software solutions must be integrated into existing work processes, be easy to use, and provide real benefits in order to be accepted by employees. People and their ability to make decisions and lead others remain the focus in an increasingly digitalized legal industry. More than 20 authors provide insights into why human aspects matter for business, what organizations can do to increase the mental well-being and motivation of their employees, and how to prevail in the upcoming war for talent in the legal industry. “The legal industry has been largely dismissive of “soft skills” and “humanizing law.” One of the paradoxes of our time is that the ascendency of automation, artificial intelligence, blockchain, Big Data, and other technological platforms has elevated, not diminished, the importance of humanity. It is not only what distinguishes us from machines but it also enables us to apply our humanity to machines. The legal function will play an important role in this process but must first take a hard look at itself.” (Mark A. Cohen, in “Foreword”)

Author: Ana Maria Soares
Publisher: Springer Nature
ISBN: 3031290208
Category : Business & Economics
Languages : en
Pages : 277

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Book Description
The convergence of profit, public, nonprofit and social organizations constitutes an increasingly important reality that has been labeled the fourth sector. This movement brings together talents, resources, and skills from governmental and non-governmental partners, corporations, and civil society at large to leverage well-being responses and develop new approaches to address social challenges. The diversity and complexity of these problems heightened by the COVID-19 pandemic call for a collective social effort and innovative solutions. Despite the growing importance and initiatives taking ownership of community well-being through fostering partnerships in which different stakeholders share responsibilities to build a better future and common good, this is an under-researched area. This edited book discusses the challenges and opportunities of the emerging fourth sector, and features selected papers from XXI International Congress on Public and Nonprofit Marketing (IAPNM 2022) held at the University of Minho in Braga (Portugal) in July 2022.