Brands on a Mission: How to Achieve Social Impact and Business Growth Through Purpose

Cover
Half Title
Title Page
Copyright Page
Dedication
Table of Contents
Foreword
Acknowledgements
Introduction: an intrapreneur born for social purpose
	What’s so wrong with helping people?
	Joining a corporation
	What is this book?
	Notes
1 Why brands need a social mission
	The opportunity for brands
	Making it happen
	Brand Say and Brand Do
	Challenges today
	Exercise
	Assessment: Gauging potential impact
	Assessment: Gauging readiness
	Notes
2 Dove and the impact of body image
	How Dove got a mission
	The campaign for Real Beauty
	Scaling up through partnerships
	Seeking consistency across the corporation
	Reaping dividends
	Looking ahead
	Notes
3 Driving mass behavioural change
	Changing behaviour with brands
	The brand advantage
	The behaviour change journey in the marketing process
	Environmental nudges
	Amplifying your impact: choices of media and cost
	From campaigns to sustained behaviour change
	Concluding thoughts
	Exercises
	Notes
4 Durex: how a global condom brand helps reduce HIV infections
	The public health conundrum of condoms
	The rise of the Durex brand
	Tackling barriers to behaviour change
	The landscape for partnerships
	Advocacy
	Measurement
	Remaining challenges
	Notes
5 Collaborating with outside partners: how do strange bedfellows get along?
	Overcoming resistance to working with corporations
	Think about scale
	Partnering with professional and academic organisations
	Corporate partnerships and the role of philanthropy
	Global versus local partnerships
	Keeping your partners and setting parameters of success
	Dealing with failure
	Partnering with governments
	Partnering with the United Nations
	Funding to financing
	How to manage partnerships
	The future of purpose-led partnerships
	Exercise
	Notes
6 How Lifebuoy secured a seat at the table of lifesavers
	Lifebuoy’s roots – building a model for collaboration
	Blended financing and other new structures
	Academic certification to build credibility
	Working with governments
	Pairing up for other public health goals
	Communication and advocacy
	Measuring results
	Future opportunities
	Notes
7 Brand advocacy: can brands drive social movements?
	Taking a stand in today’s popular culture
	Setting roles with partners
	Working with influencers
	Opportunities with social media and millennials
	Help from marketing and communication agencies
	Working internally
	Conclusion
	Exercise
	Notes
8 How Discovery Limited promotes health through its Vitality brand
	The challenge of universal health coverage
	Discovery Limited and the power of incentives
	Behavioural change at scale
	Advocacy
	Partnerships
	Measurement
	Sidebar: AllLife Insurance
	Future challenges
	Notes
9 Carling Black Label #NoExcuse: an alcohol brand counters violence against women
	How Carling embraced the fight against domestic violence
	Behaviour change
	Advocacy
	Partnerships
	Measurement
	Notes
10 What do numbers really mean? The challenge of measurement and accountability for brands on a mission
	What to measure
	Measure inputs, not just outputs and outcomes
	Partnering for measurement
	Proceeding with caution on external validation
	Innovative measurement: World Wide Generation’s G17Eco platform
	The future of measurement for social purpose
	Exercise
	Notes
11 How LIXIL is changing the narrative on sanitation
	LIXIL’s innovation
	Behaviour change
	Advocacy
	Partnerships
	Measurement
	Looking ahead
	Notes
12 Winning support within the corporation
	Supportive leadership
	Securing a proof point
	Holistic purpose – an all-in approach
	Managing risks to the corporate reputation
	Securing talent for the future: passion, training and rewarding purpose
	Exercise
	Notes
13 How processed food brands can gain a social purpose: the public health challenge of this century and the biggest opportunity for brands
	Changing behaviour
	Partnerships
	Advocacy
	Measurement
	Conclusion
	Notes
Concluding thoughts
	And what of the future? A call to action
Afterword by Alan Jope, CEO Unilever
Index