Define and communicate an authentic brand purpose and close the say-do gap to drive growth, innovation and loyalty.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Sandy Skees (she/they) is EVP, Global Purpose and Impact Lead at Porter Novelli, part of the Omnicom Group. She has over 30 years of management consulting and strategic communications experience gained with clients including Visa, Abercrombie & Fitch, eBay and Panasonic. Named PRWeek's Most Purposeful Agency Pro of 2021, they are a Board Director of Sustainable Brands and an Advisor to The Diversity Center. A seasoned speaker on brand, messaging and sustainability, she has spoken at TEDx and appeared in Campaign US, Forbes, Journal of Brand Strategy, and PR News. Skees is based in Santa Cruz, California.
Inhaltsangabe
Chapter 01: Defining your brand's purpose; Chapter 02: Articulating your purpose how does the world need what you're selling?; Chapter 03: Closing the 'say do gap' culture, competition, company and customer insights; Chapter 04: Operationalizing sustainability and ESG across siloes; Chapter 05: Unlocking energy through innovation and creativity; Chapter 06: Dismantling through creative destruction; Chapter 07: Showing up as ally, advocate or activist purpose requires a backbone; Chapter 08: Storytelling and data the new language of business; Chapter 09: Winning stakeholder buy in for organizational and culture change; Chapter 10: Communications for good integrated and infinite; Chapter 11: What's next? The road ahead
Chapter 01: Defining your brand's purpose; Chapter 02: Articulating your purpose how does the world need what you're selling?; Chapter 03: Closing the 'say do gap' culture, competition, company and customer insights; Chapter 04: Operationalizing sustainability and ESG across siloes; Chapter 05: Unlocking energy through innovation and creativity; Chapter 06: Dismantling through creative destruction; Chapter 07: Showing up as ally, advocate or activist purpose requires a backbone; Chapter 08: Storytelling and data the new language of business; Chapter 09: Winning stakeholder buy in for organizational and culture change; Chapter 10: Communications for good integrated and infinite; Chapter 11: What's next? The road ahead
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