As Told By Nomads

354: How To Embrace Good Brand Citizenship To Fuel Purpose And Profit With Anne Bahr Thompson

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Sinopsis

Today's episode is with Anne Bahr Thompson. She is the founder of the brand consultancy Onesixtyfourth and former executive director of strategy and planning at Interbrand. In her book, DO GOOD: Embracing Brand Citizenship to Fuel Both Purpose and Profit , she explains how to embed social consciousness into a company's DNA.She offers a five-step model “that integrates doing good activities…with brand development to strengthen a brand’s reputation, foster greater loyalty, and enhance value creation. It’s a win-win-win solution that mutually benefits consumers, companies, and society.” The five steps of Brand Citizenship logically flow from one another:Trust: Don’t Let Me Down. Brands that deliver on their promises are trusted more. Digital communications and information channels have made reciprocity one of five key requirements for trusted brands.Enrichment: Enhance Daily Life. People identify more with—and are less price sensitive toward—brands that help them to simpli