Brands on a Mission

This book explains how brands can embrace a mission around social purpose. The mission typically involves five elements: consumer behaviour change, collaborating with external partners, advocacy, winning support within the corporation, and measurement. Results depend on doing not just the 'Brand Say', but also the 'Brand Do'. Otherwise these efforts are little more than 'purpose-washing' that won't fool customers or employees for long. Readers will be exposed to an operational purpose framework to guidetheir steps as they attempt to embed purpose in their growth strategies. The book explains the five elements in detail, including practical exercises and checklists. The book also contains six case studies from major global brands. Some of the brands have direct connection to social purpose, such as Lifebuoy soap's promotion of handwashing for hygiene, Durex condom's promotion of safer sex, and Discovery Insurance's digitally-enabled health incentives. Other connections are more indirect, even counterintuitive. Dove personal care products are promoting better body self-image for girls, while Carling Black Label lager discourages gender-based violence. The book also examines the challenges of processed foods in overcoming the public health problems they helped to create and in meeting the world's future nutritional needs. Brands on a Mission is an ideal guide, translating theory into practice for marketers looking to make a difference beyond profit and loss - many are already embracing social purpose, butthere's still a lot for everyone to learn. And for NGO's and non-profit organisations wishing to partner with brands, it reveals the truth about the commercial imperative and the requirement to fit in a business model that generates profits over the medium to long term. T This book helps to give clarity on the important contribution brands can bring to the public sector, especially their readiness to treat people as active participants, not passive beneficiaries--