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The future of purpose driven branding : signature programs that impact & inspire both business and society / David Aaker, Varsha Jain

By: Contributor(s): Material type: TextTextLanguage: English Publication details: New Delhi : Wiley India Pvt. Ltd. , 2023.Description: xviii, 270p. ; 23 cmISBN:
  • 9789357460897
Subject(s): DDC classification:
  • 658.827 AAK
Contents:
The future of purpose-driven branding : three strategic thrusts part I. Purpose-driven branding : the context: Unilever : a heritage of addressing society needs ; Salesforce : a social program pioneer ; Five drivers of social effort momentum part II. Signature social programs that inspire, impact, & thrive: Purpose/mission and culture that enable and inspire social programs ; The signature social program ; Find signature social programs that inspire, impact and fit part III. Integrating the signature social programinto the business: Integration : the signature social program job 2 : enhance a business ; Integration : the business supports the signature program part IV. Putting signature social brands ono steroids : five branding "must dos": Building inspiring signature social brands ; Must-do 1: Create a North Star direction to clarify, guide & inspire ; Must-do 2: Create brand communities ; Must-do 3: Find & employ signature stories ; Must-do 4: Find & fire your silver bullet brands ; Must-do 5: Scale your signature social program Evaluating your signature social program & brand
List(s) this item appears in: New Arrivals - September 1st to 30th 2024
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Indian Edition with Case Studies

The future of purpose-driven branding : three strategic thrusts
part I. Purpose-driven branding : the context: Unilever : a heritage of addressing society needs ; Salesforce : a social program pioneer ; Five drivers of social effort momentum
part II. Signature social programs that inspire, impact, & thrive: Purpose/mission and culture that enable and inspire social programs ; The signature social program ; Find signature social programs that inspire, impact and fit
part III. Integrating the signature social programinto the business: Integration : the signature social program job 2 : enhance a business ; Integration : the business supports the signature program
part IV. Putting signature social brands ono steroids : five branding "must dos": Building inspiring signature social brands ; Must-do 1: Create a North Star direction to clarify, guide & inspire ; Must-do 2: Create brand communities ; Must-do 3: Find & employ signature stories ; Must-do 4: Find & fire your silver bullet brands ; Must-do 5: Scale your signature social program
Evaluating your signature social program & brand

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