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The Future of Purpose-Driven Branding: Signature Programs That Impact Society, Inspire, and Enhance a Business
商品資訊
ISBN13：9781631959882
出版社：Morgan James Pub
作者：David Aaker
出版日：2022/10/04
裝訂：平裝
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Today's firms need a social effort that is serous and impactful to be relevant. It's not enough to make a commitment to reduce energy or have an ad hoc unbranded budget for grants and volunteering--the world needs their resources and agility to address existential threats in society, and their customers (and employees) demand it.As an influential voice in branding and market connection, David Aaker examines how businesses can adapt their approaches for social betterment in, The Future of Purpose-Driven Branding: Signature Programs for Social Impact, Relevance, & Business Enhancement. According to Aaker, the future of branding demands that businesses:
- Create a purpose and culture that nurtures social and environmental effortsCreate signature programs to carry that messageBuild strong signature brands in part with five branding "Must Dos"Use the signature brands to advance a business to get their endorsement and access to their resources
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