Build more meaningful, sustainable relationships and grow the bottom line.
Businesses have traditionally looked to customers and employees to advocate for their brands. Today, the equation has flipped. More and more, customers and employees demand that brands advocate on their behalf, for the things that matter most to them.
Developed over three years of research with nearly 6000 people, Brand Citizenship® unites brand development and engagement with social responsibility, sustainability, and sourcing. It activates meaningful interaction with customers, employees and other stakeholders across touchpoints. And provides a holistic picture of how your brand – and business – can add value across the ME-to-We continuum.Shift from a what to a why orientation.
Brand Citizenship tells the story of how you impact people through the products and services you offer and how that creates societal value. When you get this right, the words on a page are more than a collection of empty slogans. They’re an embodiment of your ethos that is inspiring to executives, employees, customers, investors, partners, and other stakeholders.
Define purpose, identify your social mission, and align brand development.
Beginning with a meaningful purpose, Brand Citizenship guides and benchmarks brand development, corporate culture and business operations. We work with you to define and clarify your purpose, ensuring it is genuine to your organization, category and marketplace. Our five step framework then aids us to effectively align your purpose with your value proposition, a social mission, employee policies, operational practices and communications.
Express and activate your brand – internally and externally.
Using our deep understanding of behavioral and organizational transformation, we’ll work with you to identify and innovate programs and initiatives that activate your purpose. And, develop a roadmap across the ME-to-WE continuum to realistically get there – internally and externally. Our Brand Citizenship Quotient® helps you track and assess the effectiveness of your brand performance over time. When you activate purpose using the five steps of Brand Citizenship, you enhance engagement, loyalty and reputation management – and strengthen the bottom line.