Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit by Anne Bahr Thompson
My rating: 4 of 5 stars
If you are a person clawing your way through the business world, you might want to consider reading Do Good. Today's consumer demands more than just a satisfactory product, they require knowledge that a company is looking out for more than Number One. That is Brand Citizenship and any business person should be acutely aware of and embracing it because it's the only future.
"Based on extensive research with thousands of consumers, Do Good documents this sea change and explains how to embed social consciousness into a company’s DNA. Packed with examples and original data, the five-step model highlights the new rules of business:
TRUST: Deliver on promises
ENRICHMENT: Make daily life easier or more inspiring
RESPONSIBILITY: Treat people and the environment with respect
COMMUNITY: Mirror values shared by customers, employees, and partners
CONTRIBUTION: Make a difference in the world."
Anne Bahr Thompson sets forth a clear and candid handbook citing real world examples and detailing the nitty gritty of the way to the hearts of consumers. No longer is the stereotypical shrewd, heartless business giant poised to snag the loyal buyer. A smaller, social conscious company known to nurture employees and embrace environmental friendliness can and likely will win the hearts and therefore the devotion of those with their fingers on the button of their success or failure. So simple and a long time coming!
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