Eric Jacobson On Management And Leadership

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 Profit s .   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 ...

A fellow Blogger, Debbie Laskey, shared these keen insights with me: “A brand strategy is the ultimate business strategy and often the least understood."  And, her favorite quotes about brand equity are: • “Products are made in the factory, but brands are created in the mind.” – Walter Landor • “A brand is a living entity –and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” – Michael Eisner, former CEO of Disney • “If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trademarks, and I would fare better than you.” – John Stuart, former CEO of Quaker Oats Here's more about brand strategy and brand equity that I've learned from Debbie .