Andy Last

Business on a Mission

How to Build a Sustainable Brand

• Broschiertes Buch

Produktbeschreibung

Business on a Mission is a simple to follow guide for how organisations can adapt to the changing world and evolving expectations of stakeholders to build more purpose-led, sustainable businesses.

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Produktdetails

• Verlag: Taylor & Francis Ltd
• 2 ed
• Seitenzahl: 110
• Erscheinungstermin: 31. Dezember 2021
• Englisch
• Abmessung: 149mm x 266mm x 15mm
• Gewicht: 146g
• ISBN-13: 9781032009414
• ISBN-10: 1032009411
• Artikelnr.: 62571769

Autorenporträt

Andy Last co-founded salt in 2000 and led the development of the company's Social Mission approach to create sustainable, progressive campaigns for brands and businesses. He has worked since 2006 on Lifebuoy soap's award-winning social mission, described as the "best social program ever" by David Aaker, Professor Emeritus at the Haas School of Business. He led salt to be in the first group of UK companies to be accredited as a B-Corporation in 2015 and is now a B-Corp Ambassador as well as a member of the Medinge Group, the brands with a conscience think tank.

Inhaltsangabe

1. From West Kirby to Kibera and back again - the historical context
2. Diverging Agendas and the Age of Transparency
3. How Sustainable Brands are Winning on Wall Street
4. The Commercial Benefits of a Social Mission
5. What Makes a Good Social Mission?
6. How to Build a Sustainable Brand
7. Communications as a Change Driver
8. Strange Bedfellows - the power of partnerships
9. The Year Everything Changed
10. The Future