As Told By Nomads


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:


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605:The Importance of Youth Mentorship with Artis Stevens

Ep. 605
In today's episode of the As Told by Nomads Podcast, join me and Artis Stevens as we discuss what mentorship can mean to a child, to his or her future, and the communities he or she will eventually become a part of. The Juvenile Justice and Welfare System refers to a system dealing with children at risk and in conflict with the law.Tune in to Artis talk about what mentorship can create, the #1 mentorship myth that needs to be debunked, how Big Brothers Big Sisters of America differs from the JJWS, and so much more.To be a BIGFor Artis, there are a lot of people who believe that to be a big brother or a big sister, you have to be all this and all that. Kids just want a role model that can be present, can listen, engage, and be authentic. That’s what kids, who’ve lost connection and opportunities in life, basically need from mentors.To succeed in providing that kind of connection to a little (a mentee), you have to gain their trust first. One of the biggest factor that Tayo mentions is needed to successfully connect with a mentee, to which Artis agrees, is consistency. Once a little understands that you’re genuinely interested in their milestones, they open up to you more.About Artis Stevens:A proven visionary leader and strategist, bringing more than 20 years of strategic marketing experience. A sought-after speaker on revitalizing nonprofit brands, infusing brand culture, and converting marketing to engagement and profit.Named American Marketing Association Foundation's (AMAF) 2018 National Nonprofit Marketer of the Year, the highest honor bestowed by the AMA/AMAF on nonprofit marketing professionals. Recognized for leadership in revitalizing 4-H's 100-year-old brand image.Outline of the episode:[02:34] Become a big brother or a big sister![04:04] I was born into this work[07:37] How Big Brothers Big Sisters of America was founded[09:06] Kids are in poverty, emotional trauma, and social isolation[11:13] Mentoring the youth is a lifetime process[14:38] The scale of Big Brothers Big Sisters of America[17:01] People can get involved in soooo many ways[18:22] Artis Stevens – I thought that was my way in[20:18] On fighting for diversity, equity, inclusion, belonging, and accessibility[22:01] Before we leave the house everyday…Resources:Website: with Tayo Rockson and the As Told By Nomads Podcast on:Personal Website: https://tayorockson.comUYD Management: Collective:

604: Transforming Your Organization to Create Breakthrough Performance and Employee Well-Being with Gaurav Bhatnagar and Mark Minukas

Ep. 604
In today's episode of the As Told by Nomads Podcast, join Gaurav Bhatnagar and Mark Minukas as we talk about the approaches to transforming an organization away from fear, anxiety, dysfunction, and stress. To effectively establish a connection with your team, as a leader, you must learn how to meet people where they are.Is fear a compelling motivation?Fear may work in ways more than one when it comes to motivating specific outcomes and results. Although in today's exchange, we learn that fear-driven results aren't always long-lasting.About Gaurav Bhatnagar and Mark Minukas:Gaurav has dedicated the last two decades of his professional life to working co-creatively with organizations to deliver performance and culture transformations and enhance leadership development. He has been a trusted adviser/ coach/ counselor to C-suite and other senior leaders in the process of transforming their organizations.Mark has been helping organizations transform their business performance for over 15 years now. His work has taken him around the world and allowed him to explore all kinds of industries – manufacturing, technology, travel and logistics, government, and financial services.While Mark marvels at the uniqueness and special nature of each company and industry, he has also discovered that human beings are the core of any organization. How people show up, communicate, problem-solve, and lead determines how large the gap is between strategy and execution.Outline of the episode:[04:13] Why is the great resignation happening?[08:44] Fear and uncertainty undermine performance in the workplace[11:09] You can be successful and still be deeply unhappy[14:27] How should you approach anxiety, stress, and fear in the workplace?[19:16] A car accident that forever changed Tayo's mindset[23:25] All our choices will have consequences[35:48] Gaurav Bhatnagar and Mark Minukas – How do you use your difference to make a difference?Resources:Website: Minukas' LinkedIn: Bhatnagar's LinkedIn:, Book by Mark Minukas and Gaurav Bhatnagar: with Tayo Rockson and the As Told By Nomads Podcast on:Personal Website: https://tayorockson.comUYD Management: Collective:

603: Fixing the Diversity Gap with Bethaney Wilkinson

Ep. 603
In today's episode of the As Told by Nomads Podcast, join me and Bethaney Wilkinson as we talk about her life's recurring theme—the diversity gap. Bethaney shares what you can expect in her new book entitled The Diversity Gap: Where Good Intentions Meet True Cultural Change, how she believes solutions translate to communities, and how she does her work in race and equity despite it being an extremely taxing endeavor to be in.Are your intentions only a starter?In Bethaney's book The Diversity Gap: Where Good Intentions Meet True Cultural Change, she said, "when it comes to diversity, our good intentions are only beginning." In her quote, Bethaney talked about the short-sightedness of intentions. The tendency of intentions to be the end all be all for people. In diversity and inclusion, this consolation is often used as a band-aid when the attempt wasn't received or didn't work. And that's the problem.The problem arises when the reaction becomes "oh, well, I meant well" instead of "what needs to shift?" This isn't about dismissing peoples' intentions, Bethaney believes. Transformation needs to be looked at seriously when it comes to race, equity, diversity, and inclusion.About Bethaney Wilkinson:Bethaney Wilkinson is a world-class facilitator. She equips leaders and teams with the skills they need to grow good impact together. Bethaney is a facilitator, author, and champion of race-conscious leadership. She has dedicated more than a decade to exploring the intersections of community, racial justice, and social change—specifically in the organizational context.Outline of the episode:[01:25] Books that serve the community take a lot of time[07:54] Your tools and methods depend on your goal of diversity[10:38] Bethaney Wilkinson – on defining diversity as a concept and word[13:04] How Bethaney's work on diversity and inclusion started[22:21] The Diversity Gap – A recurring theme in Bethaney's life[25:02] Your authenticity will add value to the people around youResources:Website: with Tayo Rockson and the As Told By Nomads Podcast on:Personal Website: https://tayorockson.comUYD Management: Collective: