Brand Management

Our bespoke process embeds sustainability into the heart of corporations and brands for commercial and societal impact.

Andy Last of MullenLowe Salt joins Agencies of the Future to discuss the new business model of balancing purpose, sustainabiltiy and profit

I wonder how it does this: The book provides a clear pathway of how to take brands through the journey of developing impactful social missions and driving business growth, and is an essential guide for both managers and students alike.

Social purpose: Look at the big picture. Many corporate social responsibility programs are little more than public-relations exercises: collections of charitable initiatives that generate good feelings but have minimal lasting influence on society’s well-being. Excellent CEOs spend time thinking about, articulating, and championing the purpose of their company as it relates to the big-picture impact of day-to-day business practices. They push for meaningful efforts to create jobs, abide by ethical labor practices, improve customers’ lives, and lessen the environmental harm caused by operations. Visible results matter to stakeholders; for example, 87 percent of customers say that they will purchase from companies that support issues they care about, 94 percent of millennials say that they want to use their skills to benefit a cause, and sustainable investing has grown 18-fold since 1995.[17] And not demonstrating such results isn’t an option—wise CEOs know they will be held to account for fulfilling their promises.

Every CEO should know their company’s mission and values. Good CEOs know that these statements need to amount to more than slogans for office posters and use them to influence decision making and day-to-day behaviors. Excellent CEOs go further: they reinforce and act on a corporate purpose (the “Why?”) that involves not just making money but also benefiting society. This posture, along with a granular approach to prioritizing stakeholder interactions and a sound corporate resilience plan, lets CEOs minimize the company’s exposure to customer- and stakeholder-related risks, and capitalize on new opportunities.

Brands on a Mission explores the importance of creating a performance culture that is built on driving impact through purpose, and the type of talent required to drive these transformational changes within companies – from CEO to brand developers. Using evidence from interviews and stories from over 100 CEOs, thought leaders and brand managers, the book presents an emergent model that organisations can follow to build purpose into their growth strategy – The book provides a clear pathway of how to take brands through the journey of developing impactful social missions and driving business growth, and is an essential guide for both managers and students alike.

SUSTAINABLE SHOPPERS BUY THE CHANGE THEY WISH TO SEE IN THE WORLD

Over the last several years, I have heard many stories of individuals who have done wrong by colleagues, peers and/or their clients/customers.

Brand building is an important aspect in the development of business and increased the voice of consumers. Here are different types of branding that you can use

It’ll help consumers recognize your organization as more trustworthy

Learn from the best. See our list of brand promise examples that meet the needs of their customers and often exceed expectations.