What is the future of purpose-driven branding?
Cheryl Burgess
Consultant | Marketing Futurist | 2X Author, The New Marketing: How to Win in the Digital Age | The Social Employee | Keynote Speaker| Wharton & HBR Contributor | LinkedIn Learning Course Author | Advisor sparks & honey
There's no doubt that the world is facing significant challenges right now. Energy insecurity, climate change, poverty, and inequality are just some of the issues we're grappling with. And while many organizations and individuals are working hard to address these problems, it's clear that we need more help.?
The world needs companies that are serious about driving change.??
Purpose-driven brands are the future of business, that's where businesses come in. They must be committed to reducing their energy footprint, regardless of size. They have?resources, expertise, and influence that can be used to make a real difference in the world. And while some businesses are already doing their part to address global challenges, many more need to step up.??
Purpose and profit can co-exist. David Aaker , one of the most renowned branding experts in today's world, writes about this topic in his new book, "The Future Of Purpose Driven Branding."
The secret to helping businesses make an impact is in David Aaker's new book, launching October 4th. David shares guidelines on how to leverage signature social programs using vivid case studies and game-changing strategies.???
Hailed the "Father of Modern Branding," David Aaker is Vice Chairman of Prophet—a consultancy that helps clients unlock uncommon growth in the face of disruption—and the creator of the Aaker Model?. Aaker has written eighteen books that address elements of branding and innovation in business, providing essential resources such as Aaker on Branding, Building Strong Brands, and Creating Signature Stories.??
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According to Aaker, the centerpiece of the purpose-driven branding model is signature social programs that address societal needs or problems that touch people emotionally. These signature programs are likely to impact society because they're focused, long-term, and guided by a brand.?
Integrating signature programs with your business strategy is the key to successful purpose-driven branding. This approach creates a flywheel effect to energize the entire organization.??Employees want to work for firms whose values align with their own.
David Aaker's book provides a framework for businesses to create campaigns that benefit the company and improve society.? If not now, when? If not us, who???
Founder of Let's Talk About Business. Manager, Mentor, Consulting and Training for executives. Professor at Algarve University, University Autónoma of Lisbon, visiting professor at University of Saint Joseph in Macau
2 年Thanks for sharing! That is a great new!
I help leaders transform their lives and businesses from the inside out | Gallup-Certified Strengths Coach & Consultant | Leadership Development Facilitator | Author of The Strengths Journal? | Speaker | Podcaster
2 年Thanks for sharing this Cheryl. I am passionate about connecting values/purpose to community needs. Can't wait to read the book.
Global Integrated Marketing Communications *Growth Catalyst *Brand Awareness, Reputation & Engagement * B2B/B2C Tech *Sustainability *Climatebase Fellow
2 年It’s astonishing how many organizations are still focused on the PR and promotion-ability associated with claims and statements regarding mission, values, ESG, DEI, purpose —the proof comes from implemented policies and programs generating KPIs. Transparency and accountability —and corporate storytelling— are key for credibility.