Embrace brand citizenship to fuel purpose and profit, with Anne Bahr Thompson

Episode 709

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Anne Bahr Thompson is the Founder and Chief Strategist of Onesixtyfourth — a boutique consultancy that integrates cultural shifts and a social conscience into brand development. Anne was named a 2018 Top Thought Leader in Trust. She’s the pioneer of the Brand Citizenship movement and has more than 25-years of experience as a global brand strategist, including a former executive director of strategy and planning and head of consulting at Interbrand, the world’s leading brand consultancy. Anne is also an accomplished researcher, speaker, and the author of the new book, “DO GOOD: Embracing Brand Citizenship to Fuel Both Purpose and Profit.”

What you’ll learn about in this episode:

  • What Anne’s trend research in 2011 showed regarding people’s views on corporate citizenship
  • A breakdown of the meaning and implications of Brand Citizenship
  • The five step model of how Brand Citizenship moves across the Me-to-We continuum
  • Why trust is the first step in the Me-to-We continuum of Brand Citizenship
  • Why consumers are looking to companies to enrich their lives
  • How corporate responsibility is the pivot point on the Me-to-We continuum
  • Why consumers value companies who are focused on the community
  • Why contribution is the final step on the Me-to-We continuum
  • Understanding the symbiotic relationship between earning a profit and doing well
  • Why being a good Brand Citizen not only appeals to consumers but also helps recruit prospective employees

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