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Increasingly today, in every age group, consumers are committing to brands that show good citizenship — from fair employment practices, to social responsibility, to charitable giving. In fact, support of these generous and socially aware companies is so high that good works and charitable giving are necessary for companies that aspire for financial success.

Do Good documents the sea of change that has impacted the twenty-first-century marketplace more than even the most optimistic of business forecasters, including examples such as:

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  • Book ID Asin: 1400245672
    Book Title: Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit
    Book Author: Anne Bahr Thompson
    Book Format and Price:
    Book Format Name: Kindle
    Book Format Price: $10.99
    Book Format Name: Audiobook
    Book Format Price: $0.00
    Book Format Name: Hardcover
    Book Format Price: $14.78
    Book Format Name: Paperback
    Book Format Price: $19.99
    Book Format Name: AudioCD
    Book Format Price: $29.98
    Book Price: $19.99
    Book Category: Books, Business & Money, Business Culture and unknown
    Book Rating: 79 ratings
  • Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit by Anne Bahr Thompson Book Review
  • Name: Anonymous
    Rating: 5.0 out of 5 stars
    Title: Essential for every business leader in today’s world
    Date: Reviewed in the United States on February 10, 2023
    Review: This is not just a good read for leaders interested in sustainable and purpose-oriented business. Anne’s robust research and examples across industries underlines how any business can and should thrive when they consider the Me-to-We Continuum model of brand citizenship in all that they do. I’m particularly interested in business as a force for good, with a specific focus on the marketing industry, and so naturally I was drawn to this book with the idea of Brand Citizenship. But I believe the work and outcomes for any business leader across the company can benefit from the learnings here — especially in a post-pandemic world. The expectations of stakeholders in and outside the company have shifted and the learnings shared in Do Good are more relevant today than ever before. There are so many layers to being a good brand citizen, but it isn’t too complex. It really comes done to doing good for people. And it’s clear in the case studies highlighted in this book that doing good directly links to profitability for the business.
  • Name: Phil Bolos
    Rating: 5.0 out of 5 stars
    Title: Very informative and helpful
    Date: Reviewed in the United States on December 11, 2017
    Review: Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit by Anne Bahr Thompson takes a look at many modern businesses that have established themselves as leaders in profits and global citizenship by working with people who are less fortunate and giving back to those who are in need. It really does make sense when you think about it: if you want to make lots of money you need to get customers to believe in you and like what you are doing. In the old days, the best way to go about this was to create a good product at a low price so that people will buy it, like it, and then keep on buying it their entire lives. However, in the socially aware and driven society that we live in today, making a good product is no longer the answer. People want to see the big guys giving back, using some of their profits to make the world a better place, and if they see that and approve of it then they will continue to spend the money on the product the company is making. This book goes through the process of doing this and highlights a fairly simple, in concept, plan to make this happen.
    I really liked this read. It broke down the thoughts of the author in an easy to follow, no nonsense sort of way, and also provided lots of examples of companies that did this, or something similar to it, and have seen huge benefits from it. Based on the amount of information present here, it is obvious that the author took lots of time to do research and meet with owners and knowledgeable people in order to gather what she needed. I think that lots of owners should check this out because it really does make sense. I’d like to point out though that while some of the businesses here are making huge donations and creating brand new products for people in different situations, consumers notice small things too that, while they may not go as far, still help people who are struggling.
  • Name: Chris Schobert
    Rating: 5.0 out of 5 stars
    Title: Brand Citizenship: an essential and growing corporate responsibility.
    Date: Reviewed in the United States on December 3, 2017
    Review: Anne Bahr Thompson treats us to a look into the compelling world of Brand Citizenship in her much-anticipated book, “Do Good.” Thompson writes in a comfortable, conversational style that articulates what we have known about good branding throughout our lives, but haven’t been able to express. If you thought “branding” was some esoteric corporate-speak, you will be pleasantly surprised to learn how close to your heart the concept of Brand Citizenship really is. We all understand that, if we are going to endorse a brand, we are essentially putting our own brand on the line to do it. This triggers a responsibility on the part of the brand to respect that relationship with its consumers, and Thompson’s book is an examination of this fascinating intersection of business and sociological concepts.
  • Thompson uses real-world examples of how businesses we all know and love have weathered changes and challenges; some have succeeded and some have struggled mightily. Thompson’s use of these examples helps readers recognize that this is a journey that is common to many entities, whether they are business entities or personal perceptions of one’s own brand. Brands that reflect consumers’ beliefs about themselves are strengthened by that shared, back-and-forth experience of communication. The consumer’s experience increasingly helps to shape the brand identity, which, in turn, increases trust in the brand by the consumer. Consumers can learn how they fit within the Me-to-We continuum, and that they matter to the brands that matter to them. Throughout, Thompson offers examples that can show a striving company how accessible this type of evolution can be for them and their corporate management. Thompson concludes with valuable tools she has developed over the years, and offers insights into how any size company can begin the process of implementing and monitoring the process of Brand Citizenship.
  • Thompson’s enthusiasm for a brand’s continual development is inextinguishable. She never tires of the pursuit of clarifying a brand’s identity and place in the world, and this makes her uniquely poised to write about how the cultural expectations of a brand are ever-rising with the globalization of business.

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Like most of those who study history he (Napoleon III) learned from the mistakes of the past how to make new ones