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CSR can help companies build customer loyalty, recruit and retain employees, and stand out in a crowded marketplace. But to be most effective CSR must be intimately connected to the corporate brand-it must reinforce a company's unique identity, be an integral part of how a company tells its story. How can your company make the most of this potential competitive advantage? In Just Good Business, Kellie McElhaney shows leaders and managers exactly how to connect their CSR efforts to their company's overall corporate strategy, business objectives, and core competencies. She provides a process for assessing whether CSR practices are reinforcing the brand, explains how to develop a unified CSR strategy, and lays out a framework of seven principles for leveraging the power of CSR branding. McElhaney's book draws on over ten years of previously unpublished CSR consulting engagements inside companies grappling with developing strategically aligned CSR initiatives. The book's case vignettes, examples, best practices, and strategic recommendations span a host of industries and sectors, and draw upon McElhaney's work with leading corporations like McDonalds, Nokia, Medtronic, Levi, Wells Fargo, Birkenstock, Gap, Inc., HP, and Pepperidge Farm. Savvy companies carefully manage their brand in every area-CSR shouldn't be any different. Just Good Business offers a detailed blueprint any company can use to ensure that their CSR initiatives deliver significant, quantifiable, bottom-line benefit.
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Kellie is the leading expert and advocate for CSR. There s simply no one better. We ve benefited enormously from her counsel and collaboration. I strongly recommend Just Good Business to business leaders who want to make CSR an integral part of their overall brand strategy.
Gary Elliott, Vice President, Corporate and Brand Marketing, HP
"For organizations looking to propel their current CSR efforts, Kellie's practical and inspiring book is a must-read. Kellie has helped us at McDonald's to better understand and evolve our thinking around this important subject."
Bridget Coffing, Vice President, Corporate Communications, McDonald's Corporation
"With clarity and in-depth case studies, Just Good Business shows how to leverage CSR programs by branding them and linking that brand to the corporation and its business model. It changes CSR from random feel-good expenditures to a program that both draws on and supports the firm s business strategy."
David Aaker, Vice Chairman, Prophet, and author of Spanning Silos and Brand Portfolio Strategy
Kellie s thought partnership and deep experience have been a great complement to our efforts, particularly as we have worked to bring CSR to life in our brands. Her book should be required reading for any executive whose company is embracing CSR as a core tenet of business strategy.
Art Peck, Executive Vice President, Operations & Strategy, Gap Inc.. and
President, Gap Inc Outlet
Gary Elliott, Vice President, Corporate and Brand Marketing, HP
"For organizations looking to propel their current CSR efforts, Kellie's practical and inspiring book is a must-read. Kellie has helped us at McDonald's to better understand and evolve our thinking around this important subject."
Bridget Coffing, Vice President, Corporate Communications, McDonald's Corporation
"With clarity and in-depth case studies, Just Good Business shows how to leverage CSR programs by branding them and linking that brand to the corporation and its business model. It changes CSR from random feel-good expenditures to a program that both draws on and supports the firm s business strategy."
David Aaker, Vice Chairman, Prophet, and author of Spanning Silos and Brand Portfolio Strategy
Kellie s thought partnership and deep experience have been a great complement to our efforts, particularly as we have worked to bring CSR to life in our brands. Her book should be required reading for any executive whose company is embracing CSR as a core tenet of business strategy.
Art Peck, Executive Vice President, Operations & Strategy, Gap Inc.. and
President, Gap Inc Outlet
Kellie is the leading expert and advocate for CSR. There s simply no one better. We ve benefited enormously from her counsel and collaboration. I strongly recommend Just Good Business to business leaders who want to make CSR an integral part of their overall brand strategy.
Gary Elliott, Vice President, Corporate and Brand Marketing, HP
"For organizations looking to propel their current CSR efforts, Kellie's practical and inspiring book is a must-read. Kellie has helped us at McDonald's to better understand and evolve our thinking around this important subject."
Bridget Coffing, Vice President, Corporate Communications, McDonald's Corporation
"With clarity and in-depth case studies, Just Good Business shows how to leverage CSR programs by branding them and linking that brand to the corporation and its business model. It changes CSR from random feel-good expenditures to a program that both draws on and supports the firm s business strategy."
David Aaker, Vice Chairman, Prophet, and author of Spanning Silos and Brand Portfolio Strategy
Kellie s thought partnership and deep experience have been a great complement to our efforts, particularly as we have worked to bring CSR to life in our brands. Her book should be required reading for any executive whose company is embracing CSR as a core tenet of business strategy.
Art Peck, Executive Vice President, Operations & Strategy, Gap Inc.. and
President, Gap Inc Outlet
Gary Elliott, Vice President, Corporate and Brand Marketing, HP
"For organizations looking to propel their current CSR efforts, Kellie's practical and inspiring book is a must-read. Kellie has helped us at McDonald's to better understand and evolve our thinking around this important subject."
Bridget Coffing, Vice President, Corporate Communications, McDonald's Corporation
"With clarity and in-depth case studies, Just Good Business shows how to leverage CSR programs by branding them and linking that brand to the corporation and its business model. It changes CSR from random feel-good expenditures to a program that both draws on and supports the firm s business strategy."
David Aaker, Vice Chairman, Prophet, and author of Spanning Silos and Brand Portfolio Strategy
Kellie s thought partnership and deep experience have been a great complement to our efforts, particularly as we have worked to bring CSR to life in our brands. Her book should be required reading for any executive whose company is embracing CSR as a core tenet of business strategy.
Art Peck, Executive Vice President, Operations & Strategy, Gap Inc.. and
President, Gap Inc Outlet