Brand Citizenship builds more meaningful, sustainable relationships and grows 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 sustainability and social responsibility. It activates meaningful interaction with customers, employees and other stakeholders across touchpoints. And provides a holistic picture of how your brand can add value across the ME-to-We continuum.
The pathway to Brand Citizenship necessitates commitment.
Embracing Brand Citizenship shifts you from a what to a why orientation. Implementing it is not an all or nothing proposition. Nor is it something that you will achieve overnight. It is a journey that takes courage, patience and experimentation. Brand Citizenship integrates the efforts of often siloed departments (e.g, brand management, communications, reputation management, HR, sustainability, CSR, etc.). And it reorients many programs and initiatives you already have in place to what drives success across the ME-to-WE continuum. Brand Citizenship requires you to Define, Align, Express, Activate, Assess and begin again.
Define purpose and Align Brand Development.
Beginning with a meaningful Brand Purpose, Brand Citizenship guides and benchmarks both brand development 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 in effectively aligning your purpose with your value proposition, 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 identify and innovate initiatives to activate your purpose. And, guide you to develop a roadmap across the ME-to-WE continuum to realistically get there – internally and externally. With our Brand Citizenship Quotient® we can track and assess the effectiveness of your brand performance over time. When you activate Brand Purpose using the five steps of Brand Citizenship, you enhance engagement, loyalty and reputation management – and strengthen the bottom line.