As Told By Nomads

Share

354: How To Embrace Good Brand Citizenship To Fuel Purpose And Profit With Anne Bahr Thompson

Today's episode is with Anne Bahr Thompson. She is the founder of the brand consultancy Onesixtyfourth and former executive director of strategy and planning at Interbrand. In her book, DO GOOD: Embracing Brand Citizenship to Fuel Both Purpose and Profit , she explains how to embed social consciousness into a company's DNA.


She offers a five-step model “that integrates doing good activities…with brand development to strengthen a brand’s reputation, foster greater loyalty, and enhance value creation. It’s a win-win-win solution that mutually benefits consumers, companies, and society.” The five steps of Brand Citizenship logically flow from one another:


  1. Trust: Don’t Let Me Down. Brands that deliver on their promises are trusted more. Digital communications and information channels have made reciprocity one of five key requirements for trusted brands.
  2. Enrichment: Enhance Daily Life. People identify more with—and are less price sensitive toward—brands that help them to simplify their routines, make mundane tasks less dull, and enrich their daily lives.
  3. Responsibility: Behave Fairly. In a post-recession, flattened, and transparent world, customers expect brands to treat their employees fairly, behave ethically, and be proactive in their business practices.
  4. Community: Connect Me. Brands that rally communities, motivate behavioral changes and fix social problems – provided they are not overtly political – attract more loyalists.
  5. Contribution: Make Me Bigger Than I Am. Brands that play an active role in creating a more positive and life-enhancing future enrich loyalists’ lives by improving life on the planet.

DO GOOD helps leaders understand where their organizations are starting on the ME-to-WE continuum of Brand Citizenship and how to develop metrics to measure the perceptual, social, and financial impact of initiatives and programs. The book presents a wealth of business and brand case studies—ranging from legacy businesses to social enterprises, including Apple, Google, AMAZON, Walmart, and Vaseline to H&M, SunTrust Bank, Chipotle, Trader Joe’s, IKEA, and Burt’s Bees, as well lesser known companies such as Plum Organics, Lush, and Seventh Generation. With DO GOOD, business leaders will get an edge on implementing Brand Citizenship: a win-win-win solution for customers, society, and the bottom-line.


Resources Mentioned In The Episode:



 

More Episodes

8/3/2022

Interrupting Supremacy Culture with Ritu Bhasin

Ep. 650
Joining Tayo Rockson on the As Told By Nomads podcast is Ritu Bhasin, author of The Authenticity Principle, public speaker, and former lawyer. Growing up as a Punjabi minority with immigrant parents in Canada, Bhasin rarely felt comfortable in the classroom. Her white classmates berated her for her skin tone and culture as a child, and it stuck with her. It wasn’t until she quit her job as a lawyer and embarked on a yoga retreat that she discovered how much the discrimination impacted her.She’s had over 20 years of therapy at this point, and she’s found that such injustices as discrimination and cultural appropriation have led her down a path to internalize whiteness, feel ashamed of her culture, and experience extreme unhappiness. Now, as a public speaker and author, Bhasin is committing to authenticity. She wishes she could tell her younger self to stop trying to fit in and that fitting in is not a substitution for belonging, but since she can’t, Ritu has started to share that knowledge with others. Bhasin isn’t alone in this experience, and neither is anyone else, although sometimes it may feel that way. So listen in to today’s conversation, and you too might unlock the magic and freedom that is embracing your authentic self.The Finer Details of This Episode:Growing up as a Punjabi minority in CanadaHow bullying impacted Ritu’s mental healthCultural appropriationFinding solace in ancestral rootsInternalizing whitenessCommiting to authenticityThe performing and adapting selvesLinks:Connect with Ritu Bhasin on:Website: https://ritubhasin.com/The Authenticity Principle Book: https://ritubhasin.com/authenticity-principle/Empowerment Masterclass: https://ritubhasin.com/empowerment-masterclass/Connect with Tayo Rockson and the As Told By Nomads Podcast:Tayo’s Website: https://tayorockson.com/Tayo on LinkedIn: https://www.linkedin.com/in/tayorockson/Tayo on Twitter: https://twitter.com/TayoRocksonTayo on YouTube: https://www.youtube.com/tayorocksonTayo on TikTok: https://www.youtube.com/tayorocksonAs Told by Nomads Podcast: https://podcasts.apple.com/us/podcast/as-told-by-nomads/id910739730UYD Management: https://www.uydmanagement.com/UYD Collective: https://tayorockson.com/uyd-collective
7/27/2022

Reducing the Stigma for Mental Health with Melissa Skye Morgan

Ep. 649
Today, Tayo is joined by Melissa Skye Morgan, a full time Psychiatric NP student and mom. The pair chat about facing discrimination as children, navigating trauma, and creating boundaries. As the adopted child of two white parents, Morgan missed out on that personal education on the Black experience. After all, it wasn’t until she was an adult that she started to reckon with the trauma she suffered as a young girl.Having confronted some rather hard truths since then, however, Morgan has come to understand the power of perspective and the importance of creating boundaries. As a student embarking on her own psychiatric journey, Melissa seeks to destigmatize mental health. It’s about time that we start having open conversations about it, and today, Melissa and Tayo do exactly that.The Finer Details of This Episode:Growing up in a white familyFacing discrimination as a childPerspectiveCreating boundariesUnpacking traumaMental health stigmaLinks:Connect with Melissa Skye Morgan on:Melissa Skye on TikTok: https://www.tiktok.com/@humble.and.happyConnect with Tayo Rockson and the As Told By Nomads Podcast:Tayo’s Website: https://tayorockson.com/Tayo on LinkedIn: https://www.linkedin.com/in/tayorockson/Tayo on Twitter: https://twitter.com/TayoRocksonTayo on YouTube: https://www.youtube.com/tayorocksonTayo on TikTok: https://www.youtube.com/tayorocksonAs Told by Nomads Podcast: https://podcasts.apple.com/us/podcast/as-told-by-nomads/id910739730UYD Management: https://www.uydmanagement.com/UYD Collective: https://tayorockson.com/uyd-collective
7/20/2022

Having a Career Reinvention: Finding a Meaningful Career as a Multicultural Leader with Isabelle Peyrichoux

Ep. 648
This week on As Told By Nomads, Tayo connects with Isabelle Peyrichoux to talk about clarifying your purpose, finding what success means to you, and creating a home inside yourself. Peyrichoux is a career reinvention coach who helps thousands of frustrated individuals leave their jobs to find their dream careers. Working with clients of all ages from all over the world, she believes that everyone deserves the right to a meaningful career.Following her own professional reinvention and the journey to become a career coach, she found that a lot of people feel like they lack meaningful purpose, and therefore meaningful work. Peyrichoux doesn’t believe that to be true, but she’s familiar with the hardships and doubts that arise in searching for that special something. It’s all about following the right blueprint for yourself - by leaving all biases, cultural conditioning, and notions of success at the door, you allow yourself to forge your own path in this life. Peyrichoux firmly believes in this fact, and she seems to have found success for herself and thousands of others so far. Become one of the enlightened ones yourself and listen in to her and Tayo’s inspiring conversation here today.The Finer Details of This Episode:Following the right blueprintFinding a home inside yourselfClarifying your purposeConditioningDefining successExperiencing doubtLinks:Connect with Isabelle Peyrichoux on:Isabelle on LinkedInIsabelle's WebsiteWork with IsabelleConnect with Tayo Rockson and the As Told By Nomads Podcast:Tayo's WebsiteTayo on LinkedInTayo on TwitterTayo on YouTubeTayo on TikTokAs Told by Nomads PodcastUYD ManagementUYD Collective