Sandy Skees

Purposeful Brands

How Purpose and Sustainability Drive Brand Value and Positive Change

• Gebundenes Buch

Produktbeschreibung

Define and communicate an authentic brand purpose and close the say-do gap to drive growth, innovation and loyalty.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 240
• Erscheinungstermin: 25. April 2023
• Englisch
• Abmessung: 234mm x 156mm x 21mm
• Gewicht: 517g
• ISBN-13: 9781398609853
• ISBN-10: 1398609854
• Artikelnr.: 65177156

Autorenporträt

Sandy Skees (she/they) is EVP, Global Purpose and Impact Practice Lead at Porter Novelli, a communications consultancy part of the Omnicom Group. She has over 25 years of management consulting and strategic communications experience gained working with clients including Visa, Abercrombie & Fitch, Keurig Dr Pepper, CVSHealth and Samsung. Named as PRWeek's Most Purposeful Agency Pro of 2021, they are Chair of Sustainable Brands and an Advisory Board member of The Diversity Center. A seasoned speaker on brand, messaging and sustainability/ESG and DEI strategy, Skees has appeared in Campaign US, Forbes and PR News. They are based in San Francisco, 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