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Purpose as a business philosophy has resulted in organizations struggling to make sense of what they need to do and made 'purpose washing' commonplace. Identify the challenges and opportunities in the age of purpose and learn how to create authentic messaging, activate successful campaigns and asses the value that these have for key audiences. Purpose has become a leadership and managerial imperative for businesses large and small, non-profit organizations and charities. However, many businesses don't know how to clearly execute this, and the marketing and PR function of many companies struggle disproportionately as a result. This had led to an increase in cynicism and the growth of 'purpose washing'. However, when purpose is created with an authentic culture, the opportunity for building brand reputation and positive customer engagement is significant. Truth Be Told will help readers understand exactly how to achieve this and present the core truths of their company or organization, to drive clear, authentic purpose powered communication.
Counter-Cola charts the history of one of the world’s most influential and widely known corporations, The Coca-Cola Company. Over the past 130 years, the corporation has sought to make its products, brands, and business central to daily life in over 200 countries. Amanda Ciafone uses this example of global capitalism to reveal the pursuit of corporate power within the key economic transformations—liberal, developmentalist, neoliberal—of the twentieth and twenty-first centuries. Coca-Cola's success has not gone uncontested. People throughout the world have redeployed the corporation, its commodities, and brand images to challenge the injustices of daily life under capitalism. As Ciafone shows, assertions of national economic interests, critiques of cultural homogenization, fights for workers’ rights, movements for environmental justice, and debates over public health have obliged the corporation to justify itself in terms of the common good, demonstrating capitalism’s imperative to either assimilate critiques or reveal its limits.
This book offers a comprehensive assessment of the future marketing landscape, including discussion of how global digital acceleration has affected brands through the social networking and customer-based brand promotion of websites such as Google and MySpace. Includes many case studies of successful digital branding.
"As governor of New Jersey and a key Trump insider and longtime friend, Chris Christie has always been known for speaking his mind. Now that the ... 2020 election is ... behind us, he shares his [beliefs] on how a battered Republican Party can soar into the future and start winning big elections again"--Publisher marketing.
This book provides practical advice from the Chief Executive of one of the biggest PR firms in the world on how to manage your personal PR. Explaining how to develop your career, promote your business or carry out campaigns for change he focuses upon reputation as the key to world class individuals, companies and great brands. Including many compelling examples and cases the book includes a toolkit and practical plans for doing this for yourself.
This book is about leadership. It is about the kind of leadership that bends the arc of history and builds upon heritage in order to create a living legacy. The central challenge of a society that is moving away from imbalanced development is not only addressing economic inequality but also restoring a sense of confidence in the quality of thought leadership that steers the destiny of the nation. We need cohesive leadership and that in turn can precipitate the kind of patriotism that emphasizes seeking common ground and consensus above dwelling on differences and petty party politicking that polarizes our nation. I believe that there is a difference between history and heritage. History is the sum total of all of our stories, but Heritage is what we choose to appropriate out of our History to own and shape the values, rituals and destiny of a particular society. We do not have the luxury of cherry picking what we regard to be palatable or unpalatable within history regarding the truth and the completeness of the collective story of history. For instance, the Anglo-Boer War and the Rise of Afrikaner Nationalism is as much a valid part of South African History as the birth and evolution of the African National Congress as the oldest and most enduring liberation movement in Africa. Heritage however is what I 'choose' to appropriate or 'own' and subsequently celebrate out of History as being part of my own story and therefore worthy of being re-told in order to build, establish, strengthen, and sustain the value system of my own society. I believe all of history is worthy of being remembered, but not all that is within history is worthy of being celebrated. What I choose to celebrate out of history is what I appropriate as my heritage.
A fascinating account of the way in which brands influence the lives of individuals and the organizations they work in.
Of the seven deadly sins, pride is the only one with a virtuous side. It is certainly a good thing to have pride in one's country, in one's community, in oneself. But when taken too far, as Michael Eric Dyson shows in Pride, these virtues become deadly sins. Dyson, named by Ebony magazine as one of the 100 most influential African Americans, here looks at the many dimensions of pride. Ranging from Augustine and Aquinas, MacIntyre and Hauerwas, to Niebuhr and King, Dyson offers a thoughtful, multifaceted look at this "virtuous vice." He probes the philosophical and theological roots of pride in examining its transformation in Western culture. Dyson discusses how black pride keeps blacks from being degraded and excluded by white pride, which can be invisible, unspoken, but nonetheless very powerful. Dyson also offers a moving glimpse into the teachers and books that shaped his personal pride and vocation. Dyson also looks at less savory aspects of national pride. Since 9/11, he notes, we have had to close ranks. But the collective embrace of all things American, to the exclusion of anything else, has taken the place of a much richer, much more enduring, much more profound version of love of country. This unchecked pride asserts the supremacy of America above all others--elevating our national beliefs above any moral court in the world--and attacking critics of American foreign policy as unpatriotic and even traitorous. Hubris, temerity, arrogance--the unquestioned presumption that one's way of life defines how everyone else should live--pride has many destructive manifestations. In this engaging and energetic volume, Michael Eric Dyson, one of the nation's foremost public intellectuals, illuminates this many-sided human emotion, one that can be an indispensable virtue or a deadly sin.