The Future of Purpose - Driven Branding: Signature Programs that Impact & Inspire Both Business and Society (Indian Edition with Case Studies)
ISBN: 9789357460897
For more information write to us at: acadmktg@wiley.com
Description
It’s not enough for companies to make a commitment to reduce energy or have an ad hoc budget for grants and volunteering—the world needs their resources, know-how, and ability to address society’s needs and existential threats…and employees and customers demand it. Branding expert David Aaker and Varsha Jain show a pathway to business and social program leadership through this title of Future of Purpose Driven Branding.
Chapter 1 The Future of Purpose-Driven Branding: Three Strategic Thrusts
Part I: Purpose-Driven Branding: The Context
Chapter 2 Unilever: A Heritage of Addressing Society Needs
Chapter 3 Salesforce: A Social Program Pioneer
Chapter 4 Five Drivers of Social Effort Momentum
Part II: Signature Social Programs that Inspire, Impact, & Thrive
Chapter 5 Purpose/Mission and Culture that Enable and Inspire Social Programs
Chapter 6 The Signature Social Program
Chapter 7 Find Signature Social Programs that Inspire, Impact, and Fit
Part III: Integrating the Signature Social Program into the Business
Chapter 8 Integration: The Signature Social Program Job 2: Enhance a Business
Chapter 9 Integration: The Business Supports the Signature Program
Part IV: Putting Signature Social Brands on Steroids: Five Branding “Must Dos”
Chapter 10 Building Inspiring Signature Social Brands
Chapter 11 Must Do 1: Create a North Star Direction to Clarify, Guide & Inspire
Chapter 12 Must Do 2: Create Brand Communities
Chapter 13 Must Do 3: Find & Employ Signature Stories
Chapter 14 Must Do 4: Find & Fire Your Silver Bullet Brands
Chapter 15 Must Do 5: Scale Your Signature Social Program
Chapter 16 Evaluating Your Signature Social Program & Brand