May 14, 2020 Forthcoming
Reference - 208 Pages - 34 B/W Illustrations
ISBN 9780367428334 - CAT# 339096
For Instructors Request Inspection Copy
Brands on a Mission explores the importance of creating a performance culture that is built on driving impact through purpose, and the type of talent required to drive these transformational changes within companies – from CEO to brand developers.
Using evidence from interviews and stories from over 100 CEOs, thought leaders and brand managers, the book presents an emergent model that organizations can follow to build purpose into their growth strategy – and shows how to bridge the gap between Brand Say and Brand Do. Readers will learn from the real experts in the field: how Paul Polman, former CEO of Unilever built purpose into the DNA of his company; what keeps Alan Jope (new CEO, Unilever) and Emmanuel Faber (CEO, Danone) awake at night; and how brand developers from Durex, Dove, Discovery, and Lixil have made choices and the reasons behind them. In this book you will learn how a soap brand Lifebuoy taught 1 billion people about hygiene, how a beer is tackling gender-based violence, and how a toothpaste is tackling school absenteeism amongst many others. Renowned experts like Peter Piot (Dean, London School of Health and Tropical Medicine), Michael Porter (Professor, Harvard School of Business), Jane Nelson (Director, Corporate Responsibility Initiative, Harvard Kennedy School) and Susie Orbach (leading feminist and formerly professor, London School of Economics) also share examples, data and their everyday experiences of helping corporates create a culture of purpose. And leading NGOs and UN experts like Lawrence Haddad (Executive Director, GAIN), and Natalia Kanem (Executive Director of UNFPA) will recount how the public and private sector have worked together to create an accelerated path to reaching the Sustainable Development Goals by 2030.
The book provides a clear pathway of how to take brands through the journey of developing impactful social missions and driving business growth, and is an essential guide for both managers and students alike.
Introduction An Intrapreneur Born for Social Purpose
Chapter 1 Why Brands Need a Social Mission
Chapter 2 Dove and the Impact of Body Image
Chapter 3 Driving Mass Behavioural Change
Chapter 4 Durex
How a global condom brand helps reduce HIV infections?
Chapter 5 Collaborating with Outside Partners
How do strange bedfellows get along?
Chapter 6 How Lifebuoy Secured a Seat at the Table of Lifesavers
Chapter 7 Brand Advocacy
Can brands drive social movements?
Chapter 8 How Discovery Promotes Health through its Vitality Brand
Chapter 9 Carling Black Label #NoExcuse
An alcohol brand counters violence against women
Chapter 10 What do Numbers Really Mean
The challenge of measurement and accountability for brands on a mission
Chapter 11 How LIXIL is Changing the Narrative on Sanitation
Chapter 12 Winning Support within the Corporation
Chapter 13 How Processed Food Brands can gain a Social Purpose
The public health challenge of this century and the biggest opportunity for brands
Afterword by Alan Jope, CEO Unilever