Brands On A Mission
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Brands On A Mission
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Author : Myriam Sidibe
language : en
Publisher: Routledge
Release Date : 2020-05-10
Brands On A Mission written by Myriam Sidibe and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-05-10 with Business & Economics categories.
Winner of the Bronze 2021 AXIOM Business Book Award in the category of Philanthropy / Nonprofit / Sustainability. Brands on a Mission explores the importance of creating a performance culture that is built on driving impact through purpose, and the type of talent required to drive these transformational changes within companies – from CEO to brand developers. Using evidence from interviews and stories from over 100 CEOs, thought leaders and brand managers, the book presents an emergent model that organisations can follow to build purpose into their growth strategy – and shows how to bridge the gap between Brand Say and Brand Do. Readers will learn from the real experts in the field: how Paul Polman, former CEO of Unilever, built purpose into the DNA of his company; what keeps Alan Jope (new CEO, Unilever) and Emmanuel Faber (CEO, Danone) awake at night; and how brand developers from Durex, Dove, Discovery and LIXIL have made choices and the reasons behind them. In this book you will learn how a soap brand Lifebuoy taught one billion people about hygiene, how a beer is tackling gender-based violence, and how a toothpaste is tackling school absenteeism amongst many others. Renowned experts like Peter Piot (Director, London School of Health and Tropical Medicine), Michael Porter (Professor, Harvard School of Business), Jane Nelson (Director, Corporate Responsibility Initiative, Harvard Kennedy School) and Susie Orbach (leading feminist and formerly professor, London School of Economics) also share examples, data and their everyday experiences of helping corporates create a culture of purpose. And leading NGOs and UN experts like Lawrence Haddad (Executive Director, GAIN) and Natalia Kanem (Executive Director of UNFPA) will recount how the public and private sector have worked together to create an accelerated path to reaching the Sustainable Development Goals by 2030. The book provides a clear pathway of how to take brands through the journey of developing impactful social missions and driving business growth, and is an essential guide for both managers and students alike.
Business On A Mission
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Author : Andy Last
language : en
Publisher: Routledge
Release Date : 2017-09-08
Business On A Mission written by Andy Last and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-08 with Business & Economics categories.
Bronze winner of the AXIOM Business Book Award in the category of Philanthropy, Non-Profit, Sustainability. Please see: http://www.axiomawards.com/77/award-winners/2017-winners This easy-to-read and engaging book is the perfect introduction to how to build a sustainable brand for your organization. Intended as a roadmap that can be readily applied by busy managers and practitioners, the book includes interviews with business leaders, including Paul Polman of Unilever, Adam Elman of Marks & Spencer, and Jonas Prising of ManpowerGroup to provide insight into best practice and clear guidance for implementation. Throughout, the book avoids jargon and theorizing to ensure readability. Business on a Mission is based on more than a decade working with some of the first businesses to develop social missions and shows the foundations behind their success. It looks at how businesses can profit from working hand in hand with society and identifies a model for success. The book demonstrates how businesses can go from hiding behind "social shields" to picking up "social swords" and presents the six criteria to look for in assessing a social mission. It also focuses on how good communications can build trust and bring about positive change; and it provides clear ways to engage employees and improve productivity as well as "rules" for communicating social missions externally. This optimistic book explains the benefits of partnerships in the sustainable development agenda, particularly between businesses and NGOs. The book features guidelines for avoiding dysfunctional partnerships, and presents interviews with Marc Van Ameringen, Executive Director of GAIN (Global Alliance for Improved Nutrition) 2005 to 2016, and Myriam Sidibe, Social Mission Director for Africa, Unilever, on how things can be managed to the benefit of both partners. .
Unilever S Mission For Vitality
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Author : David Austen-Smith
language : en
Publisher:
Release Date : 2007
Unilever S Mission For Vitality written by David Austen-Smith and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Marketing categories.
This case walks students through the types of dilemmas that executives face in the real world. Dove and Axe are two highly successful brands owned by Unilever, a portfolio company (www.unilever.com). Dove is a female-oriented beauty product brand that exhorts "real beauty" and not the unachievable standards that the media portrays. In contrast, Axe is a brand that purportedly "gives men the edge in the mating game." Axe's risqué commercials portray the supermodel-type beauty ideal that Dove is trying to change.Unilever had always been a company of brands, i.e., the consumer knew the brands but not the company. Recently, however, the company attempted to unify with an umbrella mission for all of its brands. This change would turn Unilever into a company with brands, potentially increasing consumer awareness and encouraging cross-purchases between the different brands. However, this new strategy raised questions about the conflicting messages between the brands' marketing campaigns, most notably between Unilever's two powerhouse brands, Dove and Axe.
101 Mission Statements From Top Companies
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Author : Jeffrey Abrahams
language : en
Publisher: Ten Speed Press
Release Date : 2013-10-02
101 Mission Statements From Top Companies written by Jeffrey Abrahams and has been published by Ten Speed Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-02 with Business & Economics categories.
Ben & Jerry's has one. So do Tiffany's and Smucker's and Microsoft. It doesn't matter whether you're a small start-up or one of the biggest players in corporate America. A clear statement of intent not only inspires a sense of overall purpose for a business or nonprofit, it serves as a practical focus for individuals within the organization. It can even provide an actual blueprint for a company's future and, ultimately, its success. Selected from among America's most successful corporations and recognizable brands, these statements vary widely in style, length, and language. However, they all share a universal vision of excellence that includes superiority in their fields, respect for and responsibility toward employees and clients, dedication to stated business goals, and community-oriented values. Additionally, 101 MISSION STATEMENTS instructs the new or future entrepreneur in crafting and customizing a mission statement that will inspire, motivate, and meet the specific needs and aspirations of the organization and its members.
What Great Brands Do
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Author : Denise Lee Yohn
language : en
Publisher: John Wiley & Sons
Release Date : 2014-01-07
What Great Brands Do written by Denise Lee Yohn and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-01-07 with Business & Economics categories.
Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.
The Brand Idea
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Author : Nathalie Laidler-Kylander
language : en
Publisher: John Wiley & Sons
Release Date : 2013-11-08
The Brand Idea written by Nathalie Laidler-Kylander and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-11-08 with Business & Economics categories.
Offering a new framework for nonprofit brand management, this book presents the Brand IDEA (Integrity, Democracy, and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a participatory process, shared values, and the development of key partnerships. The results are nonprofit brands that create organizational cohesion and generate trust in order to build capacity and drive social impact. The book explores in detail how nonprofit organizations worldwide are developing and implementing new ways of thinking about and managing their organizational brands.
Great Commission Companies
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Author : Steven Rundle
language : en
Publisher: InterVarsity Press
Release Date : 2013-04-23
Great Commission Companies written by Steven Rundle and has been published by InterVarsity Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-04-23 with Religion categories.
Business as mission has emerged as a significant new model for mission in the twenty-first century. Today's globalized economy has created strategic opportunities for Christian business enterprises in some of the most unlikely corners of the world. In this landmark book, economist Steve Rundle and missiologist Tom Steffen offer their paradigm for the convergence of business and missions—the Great Commission Company. Such companies intentionally create businesses in strategic locations, pursuing profits while remaining unabashedly Christian in their purpose. By establishing authentic businesses that employ local workers among the least-reached peoples of the world, they contribute to the economic health of the immediate community and also provide avenues for both physical and spiritual ministry. In an era where multinational corporations have global influence and impact, the Great Commission Company opens up new possibilities for missions-minded entrepreneurs and businesspeople who want to change the world to the glory of God. This revised and expanded edition provides new and updated case studies of Great Commission Companies in diverse contexts around the world.
Unilever S Mission For Vitality
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Author : David Austen-Smith
language : en
Publisher:
Release Date : 2017
Unilever S Mission For Vitality written by David Austen-Smith and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with Branding (Marketing) categories.
Dove and Axe were two highly successful brands owned by Unilever, a portfolio company. Dove was a female-oriented beauty product brand that exhorted "real beauty" and not the unachievable standards that the media portrayed. In contrast, Axe was a brand that purportedly "gives men the edge in the mating game." Their risqué commercials always portrayed the supermodel-type beauty ideal that Dove was trying to change. Unilever had always been a company of brands where the consumer knew the brands but not the company, but recently there had been the idea to unify the company with an umbrella mission for all of its brands. This would turn Unilever into a company with brands, potentially increasing consumer awareness and encourage cross-purchases between the different brands. However, this raised questions about the conflicting messages between the brands' marketing campaigns, most notably between Unilever's two powerhouse brands, Dove and Axe. The case begins with COO Alan Jope anticipating an upcoming press meeting in New York City to discuss Unilever's current (i.e., 2005) performance and announce Unilever's decision to create an umbrella mission statement for the company. This case focuses on the central question of whether or not consistency between brand messages is necessary or inherently problematic. The Unilever's Mission for Vitality case was created to help students and managers develop an appreciation for how the values underlying a marketing campaign can affect and alter an organization's culture. The case focuses on how two products and marketing campaigns that express conflicting underlying values (as reflected in the Dove Real Beauty and the Axe Effect campaigns) within the same corporation can give rise to a number of unintended organizational and marketing complications.
Brand The Change
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Author : Anne Miltenburg
language : en
Publisher: BIS Publishers
Release Date : 2018-02-13
Brand The Change written by Anne Miltenburg and has been published by BIS Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-02-13 with Business & Economics categories.
Brand the Change is a guidebook to build your own brand. It contains 23 tools and exercises, 14 case studies from change making organisations across the world and 7 guest essays from experts.
Companies On A Mission
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Author : Michael V. Russo
language : en
Publisher: Stanford University Press
Release Date : 2010-04-06
Companies On A Mission written by Michael V. Russo and has been published by Stanford University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-04-06 with Business & Economics categories.
"Let your social and environmental conscience be your guide" can be a successful and durable strategy for a firm. This is the first book to explain how following a vision for the earth and for society can be a powerful route to profits for small and medium sized companies. Companies on a Mission explains that mission-driven companies appreciate and leverage traditional strategic principles—with a twist—to win in the marketplace. By clearly and pragmatically laying out this argument, author Michael V. Russo crystallizes for enlightened businesses what Michael Porter made clear for mainstream firms years ago. The book shows that a mission-driven approach creates significant barriers to imitation by larger, established rivals. Mission-driven firms build their brands on authenticity. Only you are you. And, authenticity builds customer loyalty. Later in the book, Russo moves beyond the firm level to look at these companies in context. He finds, for instance, that just as specific industries often develop in geographic clusters, mission-driven companies also aggregate. But, they put down roots where other businesses are pursuing complementary goals. Portland and the Bay Area are two such hotbeds. This allows for cooperation, as opposed to breeding stiff competition. The rise to prominence of mission-driven companies like Patagonia, Seventh Generation, Kettle Foods, and Calvert Group is undoubtedly the result of powerful trends in consumer markets, including the rise of conscious consumerism, the transparency movement, and fallout from global competition. Most books that address social and environmental issues are focused on large corporations, crafted as autobiographies by CEOs, or written as moral calls to action without regard for the bottom line. Companies on a Mission both chronicles a movement and provides grounded guidance to entrepreneurs and managers who wish to join the wave. For these readers, this book is a one-of-a-kind bible.