Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit
November 18, 2019
Hosted by Tom Crea
Companies who have a higher purpose than simply making a profit are more likely to attract loyal customers. Anne Bahr Thompson notes the business case for doing good, citing statistics from a 2014 Harvard study on companies that showed that 87 percent of executives believed companies perform better “if their purpose goes beyond profit,” and 90 percent believed that business purpose increases customer loyalty. Thompson conducted her own three-year quantitative and qualitative study, called CultureQ, through which she explored with thousands of participants what customers expected from brands in the areas of social responsibility and purpose beyond profits. From the responses, she developed a model for a 21st century approach to doing good that she calls “brand citizenship.” Thompson shares her brand-citizenship model that consists of five steps that progress steadily from a ME focus (on the individual customer) to a WE focus (the community and the world at large).
Your Evolving Leadership Journey
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“Companies that did business from a foundation of love and purpose and practiced servant leadership produced a 1026 percent return to shareholders over a ten-year period, eight times more than the so-called Good to Great companies.” (Coetzer, 2019)
With a slant towards servant leadership, Tom interviews contemporary authors to drill down on topics such as long-distance leadership, resilience, clarity, culture, developing others, individual behavior, persuasion, managing up, spiritual best practices, character, values, trust and more.
Tom Crea is a leadership expert, decorated career Army Officer, and Blackhawk Helicopter pilot who learned to lead in a culture with a lineage of servant leaders. Because of his proven skills, he was hand selected to run the Army’s leadership development program at two Boston colleges, where he and his team transformed college students into combat leaders.
Tom is a Servant Leadership ambassador and the author of “Unleash Your Values: How to Lead and Succeed in Business Today: A Helicopter Pilot’s Spin on Developing the Leader in You.”