How To Embrace Brand Citizenship

You likely have noticed the sea change in the market’s demand for brands to reinvent how they engage with customers. It’s the mandate to embrace Brand Citizenship. Which means “doing good.” Doing good for customers, employees, local communities, and the planet overall.

“People want the companies they do business with not only to ‘do good’ and make the world a better place, but also to advocate on their behalf and make them feel like they are part of a larger community or grander mission,” explains Anne Bahr Thompson, author of the new book, Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profits.

Furthermore, Thompson explains that “doing good has come to mean taking responsibility for more than traditional philanthropy or corporate social responsibility initiatives.”

First in the book, Thompson sets the stage for what caused this growing trend where people are drawn to companies with a higher purpose – and consequently reward them with their loyalty and business.

Then, through insightful examples, she teaches you how to achieve Brand Citizenship principles through five steps:

Trust
Enrichment
Responsibility
Community
Contribution

“The five-step model of Brand Citizenship enables a brand to move from satisfying people’s individual needs to addressing their desires to belong to communities that reflect their values and concerns to their interest in contributing something meaningful to the wider world,” says Thompson.

Embracing Brand Citizenship does not mean abandoning profit, however. Thompson teaches you how to strike the balance needed to achieve both.

Exceedingly useful in the book is the illustrative Brand Citizenship position worksheet where you can score and diagnose where you are on the Brand Citizenship continuum, and then set goals and initiatives to reach your optimum positioning on the scale.

“Brand Citizenship is a journey, not an endgame,” says Thompson. “It requires courage to step forward and an understanding that experimentation and trial and error are parts of the process.”

Comments

The 12 Ways Marriott Practices Good Leadership And Customer Service

The next time you stay at a Marriott hotel look in the nightstand drawer for Marriott's booklet that highlights its milestones and tells the Marriott story. In the booklet, you'll find the following 12 ways that Marriott practices good leadership AND customer service : Continually challenge your team to do better. Take good care of your employees, and they'll take good care of your customers, and the customers will come back. Celebrate your people's success, not your own. Know what you're good at and mine those competencies for all you're worth. Do it and do it now. Err on the side of taking action. Communicate. Listen to your customers, associates and competitors. See and be seen. Get out of your office, walk around, make yourself visible and accessible. Success is in the details. It's more important to hire people with the right qualities than with specific experience. Customer needs may vary, but their bias for quality never does. Elimin...

Don't Delay Tough Conversations With Your Employees

If you have an employee who needs to improve his/her performance don't delay the tough conversation with them. If you don't address the issue right now, the employee has little chance to improve, and you'll only get more frustrated. Most employees want to do a good job. Sometimes they just don't know they aren't performing up to the required standards. Waiting until the employee's annual performance appraisal to have the tough conversation is unhealthy for you and the employee. So, address the issue now. Sit down with your employee in a private setting. Look them in the eye. First, tell them what they do well. Thank them for that good work. Then, tell them where they need to improve. Be clear. Be precise. Ask them if they understand and ask them if they need any help from you on how to do a better job. Explain to them that your taking the time to have the tough conversation means you care about them. You want them to do better. You believe they can do better. ...

Why Your Middle Managers Are So Important

The book, Power To The Middle , shows how managers are the crucial link between a company’s ground floor and top brass. “Too often company leaders view middle managers in a negative light as expendable employees who can slow down productivity and overall strategy,” explain the book’s authors and McKinsey partners Bill Schaninger , Bryan Hancock , and Emily Field . “However, new KcKinsey research reveals that this outdated perspective needs to change and that well-developed managers are the strategy that companies must prioritize to succeed today,” they add. Most importantly, by the end of their book, the authors sum up their insights and provide a playbook that will help senior leaders let go of the command-and-control mindset that has hobbled their managers for so long. The authors define middle managers as the people who are at least once removed from the front line and at least a layer below the senior lead...

Discover Your True North And Internal Compass

In his book, True North , Bill George shows you how to discover your true north - your internal compass that guides you successfully through life. "Only when you discover your true north can you unlock your full potential as a leader and human being," explains George. In the book, published a couple weeks ago, George shares with you how to: Cultivate self-awareness Define your values Find the "sweet spots": of your motivated capabilities Build your support team and lead an integrated life Make the journey from "I' to "We" as an empowering leader Become a global leader Bill George George shares profiles and stories from more than 100 leaders who in their own words explain how they discovered their true north. He also explains the characteristics differences needed to be a leader in the Twenty-First Century versus the Twentieth-Century. Today's leaders, he says need to be: Purpose-drive versus charismatic Globally focused versus U. S.-centri...

How To Survive, Reset And Then Thrive

“Uncertainty is here to stay. Rather than seeing it as an obstacle to overcome, integrate it into your strategic approach to invigorate your high-growth potential and outperform competition under any market condition,” explains Rebecca Homkes , author of the book, Survive, Reset, Thrive . “Most books aren’t honest enough about how hard it is to reset ,” adds Homkes. Yet, resetting and leaning into change is essential. “If you are ready to embrace change as a central element of your growth strategy, this book is for you.” Homkes’ book is a timely, comprehensive, and essential read for business leaders looking to take the next step toward ensuring high growth for their companies. The book brings together more than 15 years of Homkes working directly with high-growth companies of all sizes and across a wide variety of industries. Survive, Reset, Thrive (SRT) is a practical and innovative interconnected three-mode approach : Survive : Stabil...

My Favorite "Moral Of The Story" Tips From Harvey Mackay

I'm a big fan of best-selling author Harvey Mackay . He writes about business, sales and leadership and typically ends his articles with a moral of the story. Culled from his writings of the past few years, here are some of my favorites of his moral of the story endings: Change your thinking, change your life. It's not enough to know how to do things - you must know why you do them. If you live in the past, you won't have much of a future. If you want to outsmart the competition, you have to outthink the competition. Don't be afraid to make a decision. Be afraid not make a decision. What you learn on your first job will last through your last job. Minds are like parachutes - not much good unless they are open. If you can't be an expert, hire one. People have a way of becoming what you encourage them to be. It only takes a little spark to ignite a great fire. Doing the right thing is never the wrong thing to do. Mackay's best-...

Why A Team Needs More Than Strong Leaders

The book, Team Players , by leadership expert and New York Times bestselling author, Mark Murphy , explains why a team needs more than strong leaders—it needs the right mix of five roles and talents to succeed. In addition, Murphy reveals that the secret to extraordinary teams isn’t making everyone the same—it’s embracing and leveraging fundamental differences through those five distinct team roles. No amount of teambuilding, trust, or cohesion can overcome having the wrong mix of people in the room. The five essential roles and talents are: The Director assumes a leadership role within the team, guiding its direction and making important, difficult, and even unpopular decisions. The Achiever immerses themselves in the details of accomplishing tasks and getting things done, with a keen eye for delivering error-free work. The Stabilizer keeps the team on track with meticulous...

How To Provide Caring Criticism

Negative feedback is part of growing as a leader -- both delivering that feedback and sometimes receiving that type of feedback. Keith Ferrazzi , CEO of Ferazzi Greenlight , a research-based consulting and training company, suggests practicing " caring criticism ," as he explained it in the Harvard Business Review . "Negative feedback can hurt, but usually it's a gift aimed at helping the recipient improve performance or avoid mistakes. We should deliver and receive it that way," says Ferrazzi. "Use phrases like 'I might suggest' and 'Think about this'" when giving feedback. And, then Kerrazzi suggests when receiving candid feedback, that you thank the person who offered it and make clear the points on which you agree. He's found that if you think of the person giving you honest feedback as generous, rather than critical , you become less defensive and more open to changing your behavior.

Most Common Characteristics Of Being A "Best Boss"

In their new book, Rapid Realignment , authors George Labovitz and Victor Rosansky, reveal the most common responses from thousands of managers and workers when they were asked to think of the best boss they ever had, and then answer the question: " What did that person do to qualify as your best boss ?" And, those most common responses were : My best boss listened! My best boss backed me up. My best boss trusted me and respected me. My best boss gave me feedback. My best boss left me alone. What else would you add to this list?

How To Write Anything

Ever wondered about the do's and don'ts of writing a: Business Apology Letter of Recommendation Job Advertisement Interview Follow-up Press Release Executive Summary Collection Letter Resignation Letter ...then, the new book, How To Write Anything: A Complete Guide is for you. This 596-page book not only provides you examples and templates for all types of writing you do at work, but also, and most important, provides you do's and don'ts for each writing situation. Author Laura Brown provides 200 how-to entries and easy-to-use models organized into three comprehensive sections on writing for: Work School (research paper, book review, internship letter) Your Personal Life (i.e. get-well note, baby shower invitation, complaint letter) Best of all, her advice is Internet-savvy, because she provides you advice for choosing the most appropriate medium for your message: email or pen and paper. Brown has more than 25 years' expe...

Eric Jacobson On Management And Leadership

Search This Blog