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Embracing Brand Citizenship to Fuel Both Purpose and Profit
What business and thought leaders are saying about Do Good:
“A great read for any company seeking to incorporate a social mission into their brand, without sacrificing profits. Anne Bahr Thompson’s model of Brand Citizenship offers compelling advice and creative, yet practical, ways to connect with all stakeholders.” – Jay Coen Gilbert, co-founder of B Lab, the nonprofit behind the B Corp movement
”Do Good offers a timely blueprint for building a strong brand with social impact at the core, as customer and employee expectations for the role business plays in society continue to increase.” – Andy Polansky, Chief Executive Officer, Weber Shandwick Worldwide
“Anne Bahr Thompson’s five-step Brand Citizenship model offers a new lens on the challenge of stewarding brands in an era of change and increasing complexity for brand owners.” – David Bickerton, Director of Communications, BP plc
“Anne’s book underscores what we experience each day as we work with the CEOs and companies in our coalition, and what the research has shown: that understanding and meeting significant stakeholder needs is critical for companies to prepare for 2020. Do Good is required reading for leaders who want to meet today’s business challenges head-on.” – Daryl Brewster, CEO, CECP: The CEO Force for Good
“With her remarkable background and decades of experience, Anne Bahr Thompson has succeeded in joining profitability with purpose (a long-sought synchronization seldom achieved today) and crafted an exceptional framework for businesses to attain Brand Citizenship—which virtually guarantees a business success. A compelling read for everyone in business, I heartily endorse Do Good.” – Archie Carroll, Ph.D., Professor Emeritus, Terry College of Business, University of Georgia; senior coauthor of Business and Society: Ethics, Sustainability, and Stakeholder Management, 10th Edition
“Do Good is engaging, insightful, convincing, and useful. In a world where consumers, employees, and shareholders demand more from the brands they engage with, this book—and the unique Brand Citizenship model Thompson proposes within it—is essential reading for any business leader looking to unlock value and help their organization earn an extraordinary and irreplaceable role in people’s lives.” – Kevin Jasmin, Director of Corporate Brand Strategy, TD Ameritrade
Good works are no longer optional. Customers expect brands to truly care about them, their values, and the world at large. People want to see companies engage in fair employment practices, social responsibility, and charitable giving. In addition, they want companies to advocate on their behalf and make them feel that they are part of a larger community or grander mission. They demand more than half-hearted pledges or they’ll quickly call out negligence on social media, because doing good is not just an easy, one-time attention-getting effort. It’s an ethos that permeates every aspect of an enterprise, from how it delivers products and services to the way it treats employees, the community, and the environment. So, how exactly can companies foster this ethos?
As a Fortune 500 global brand strategist and researcher for more than 20 years, Anne Bahr Thompson has studied what consumers expect from brands and how the most successful companies respond. In her new book, DO GOOD: Embracing Brand Citizenship to Fuel Both Purpose and Profit (AMACOM, November 30), she explains how to embed social consciousness into a company’s DNA. Based on extensive research with thousands of consumers, Thompson confirms a new business mandate: Brand Citizenship. 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.
Brands profiled include:
Amazon, Andrex, Apple, Burt’s Bees, Chipotle, Ellevate, Farrow and Ball, FSC, giffgaff, Google (Alphabet), H&M, IBM, IKEA, John Lewis Partnership (including Waitrose), Kenco, Kimberly-Clark, Lush, Mrs. Meyer’s Clean Day, Natura, Plum Organics, Seventh Generation, SunTrust Bank, Trader Joe’s, Vaseline (Unilever), Walmart, and more.