The Future of Purpose-Driven Branding: Signature Programs that Impact & Inspire Both Business and Society

Aaker, David

ISBN 10: 1631959883 / ISBN 13: 9781631959882

Editore: Morgan James Publishing, 2022

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Codice articolo ABLIING23Mar2811580183845

Dati bibliografici

• Titolo: The Future of Purpose-Driven Branding: Signature Programs that Impact & Inspire Both Business and Society
• Editore: Morgan James Publishing
• Data di pubblicazione: 2022
• Lingua: Inglese
• ISBN 10: 1631959883
• ISBN 13: 9781631959882
• Rilegatura: Brossura
• Condizione: New

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Riassunto

Today’s firms need a social effort that is serious and impactful to be relevant. It’s not enough to make a commitment to reduce energy or have an ad hoc unbranded budget for grants and volunteering—the world needs their resources and agility to address existential threats in society, and their customers (and employees) demand it.

As an influential voice in branding and market connection, David Aaker examines how businesses can adapt their approaches for social betterment in, The Future of Purpose-Driven Branding: Signature Programs that Impact & Inspire Both Business and Society. According to Aaker, the future of branding demands that businesses: 

• Create a purpose and culture that nurtures social and environmental efforts
• Create signature programs to carry that message
• Build strong signature brands in part with five branding “Must Dos”
• Use the signature brands to advance a business to get their endorsement and access to their resources

The Future of Purpose-Driven Branding demonstrates how firms can create signature programs, build their brands, and use them to advance a business brand, in order to maintain relevance and connect with future consumers.