Overview

Drive innovation, brand loyalty and customer engagement through creating and acting on a crystallized and authentic brand purpose that demonstrates your company's commitment to making a positive impact on the world. Research demonstrates that brands who embrace purpose in a meaningful and joined-up way enjoy higher growth rates than their competitors. Purposeful Brands presents a clear and practical blueprint for defining and communicating a brand's purpose and - more importantly - creating alignment across a company to reflect what action it actually takes to support its values, including sustainability initiatives. Written for branding, marketing and communications professionals in both new and established brands of all sizes, Purposeful Brands describes how to unlock energy through fostering innovation and creativity, use storytelling and data to communicate effectively with consumers and secure buy-in from stakeholders to help drive organizational and cultural change. Featuring original research, case studies and examples from leading brands including Abercrombie & Fitch, Dick's Sporting Goods and South by Southwest (SXSW), this book is written by a leading practitioner in the space of brand purpose, impact and sustainability. It is an essential resource for embracing your brand purpose, to achieve the competitive edge and contribute to a regenerative and equitable world.

Full Product Details

Author:   Sandy Skees
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Dimensions:   Width: 16.00cm , Height: 2.50cm , Length: 24.00cm
Weight:   0.605kg
ISBN:  

9781398609853

ISBN 10:   1398609854
Pages:   240
Publication Date:   03 April 2023
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

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

Reviews

""For anyone considering a career in sustainability, ESG communications or purpose, or those who are already well on their way in the industry, Sandy Skees's new book absolutely required reading. Easy to read, pragmatic and actionable, it's a must."" * Susan McPherson, CEO, McPherson Strategies * ""I've long been a fan of Sandy Skees. Her intelligence, humanity and sense of purpose encourages those around her to be better in every way. Now, that same thoughtful encouragement is available in Purposeful Brands, a must-read for anyone connected to organizations and brands that want to do good and show up sincerely as allies, advocates and activists. I can think of no one better than Sandy to learn from on this topic. This is the book brand communicators need right now."" * Soon Mee Kim, Chief Diversity, Equity & Inclusion Officer, Omnicom Communications Consultancy Network * ""I've known Sandy for nearly a decade through both our professional networks & affiliations and by engaging Sandy as ESG counsel for large purpose-driven campaigns throughout my career. Sandy has expertise driving progress across key environmental and social issues, but what makes her unique is her equally skilled ability in communications and stakeholder engagement. Even as our industry continues to grow, Sandy's voice remains a strong and influential one. She has always pushed leaders in the space to think without limits - which is critically needed to achieve progress - whether we're tackling climate change or driving DEI&B. She is also always part of the solution through her own leadership or by making valuable connections. Sandy's knowledge on the issues clearly comes through in Purposeful Brands but what makes this book so valuable and different from others in the genre is that in addition to helping make the business case, Sandy offers actionable steps that can be taken to advance your brand on its ESG journey. The book is engaging, easy to read and provides a true masterclass on building the purpose-driven brand of the future. I highly recommend it!"" * Joanne Dwyer, VP, Corporate Social Responsibility, PetSmart * ""Business today has changed forever and every leader must urgently rise to the challenge of answering how we build a regenerative and equitable world. Sandy Skees leverages her deep expertise to deliver a doers guide for tomorrow's world that cuts through the complexity and makes it possible for your business to thrive and better our future."" * Simon Mainwaring, bestselling author of We First & Lead With We *

For anyone considering a career in sustainability, ESG communications or purpose, or those who are already well on their way in the industry, Sandy Skees's new book absolutely required reading. Easy to read, pragmatic and actionable, it's a must. * Susan McPherson, CEO, McPherson Strategies * I've long been a fan of Sandy Skees. Her intelligence, humanity and sense of purpose encourages those around her to be better in every way. Now, that same thoughtful encouragement is available in Purposeful Brands, a must-read for anyone connected to organizations and brands that want to do good and show up sincerely as allies, advocates and activists. I can think of no one better than Sandy to learn from on this topic. This is the book brand communicators need right now. * Soon Mee Kim, Chief Diversity, Equity & Inclusion Officer, Omnicom Communications Consultancy Network * I've known Sandy for nearly a decade through both our professional networks & affiliations and by engaging Sandy as ESG counsel for large purpose-driven campaigns throughout my career. Sandy has expertise driving progress across key environmental and social issues, but what makes her unique is her equally skilled ability in communications and stakeholder engagement. Even as our industry continues to grow, Sandy's voice remains a strong and influential one. She has always pushed leaders in the space to think without limits - which is critically needed to achieve progress - whether we're tackling climate change or driving DEI&B. She is also always part of the solution through her own leadership or by making valuable connections. Sandy's knowledge on the issues clearly comes through in Purposeful Brands but what makes this book so valuable and different from others in the genre is that in addition to helping make the business case, Sandy offers actionable steps that can be taken to advance your brand on its ESG journey. The book is engaging, easy to read and provides a true masterclass on building the purpose-driven brand of the future. I highly recommend it! * Joanne Dwyer, VP, Corporate Social Responsibility, PetSmart * Business today has changed forever and every leader must urgently rise to the challenge of answering how we build a regenerative and equitable world. Sandy Skees leverages her deep expertise to deliver a doers guide for tomorrow's world that cuts through the complexity and makes it possible for your business to thrive and better our future. * Simon Mainwaring, bestselling author of We First & Lead With We *

Author Information

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.

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