دانلود کتاب برند فیوژن – استراتژی برند مبتنی بر هدف

Brand strategy which is purpose-driven – customer-company, stakeholder-organisation mutuality which transcends profit-only goals – is espoused by the likes of the CMI, CIM, Harvard Business School, Deloitte, Forbes, the Regenerate Trust, Mars Catalyst, B Corps, Oxford University, Säid Business School, as well as the guru of effectiveness Peter Field, to name but a few from a rapidly expanding list, and is gaining some traction in academic research, and, most importantly, is increasingly being put into practice by some of the world’s most successful and influential companies. Mayer (2018) sums this new focus up well, claiming that the aim of today’s companies is “To produce profitable solutions to the problems of people and planet, and not to profit from producing problems for people or planet”. This book is a document of, and testament to, the theory, practice, and application of purpose-driven brand strategy. As authors, our role in conceiving, researching, and writing this book has been both as curators and creators: collecting and examining a wide range of theory and practice which underpins the discipline and dynamics of strategic brand management; as well as presenting to you some exciting philosophical and practical ideas on the meaning, mechanics and magic of purposedriven brand strategy in its broader organisational and societal contexts. It is apparent that there isn’t a ‘one-size-fits-all’ brand strategy: it should be unique and contextualised to itsmacro and micro environments. However, one consistent anchor of all the organisations we have worked with, consulted for, or analysed, is that for brand strategy to be purposeful, then its meaning must be mapped out, evaluated, and refined. Brand Fusion, as a core strategic brand management proposition, is a central driver to organisational strategy development and execution, with the customer and key stakeholder held at the centre of the brand’s mind-set. It is not a bifurcation; there should not be friction, only fusion. It is the synthesis of theory and practice. Like all innovations and paradigm shifts, extolling the virtues of brand purpose is not without criticism. For some companies, distracted by the survival instinct instilled by post-COVID-19 disruption, looking to the long-term may seem unrealistic or even inappropriate. For others, communications aimed at projecting ‘purpose’ may not be immediately effective. Byron Sharp, Director at the Ehrenberg-Bass Institute, speaking at last year’s Festival of Marketing,2 argues that differentiation through purpose could eventually lead to lack of differentiation. Short-term tactics can be proven, but long-term impacts may be more difficult to evaluate. Targets may not just be existing customers but those on the periphery of categories. Purpose is often the balance between idea and ideal. Yet this textbook is absolutely crammed with examples of successful organisations and brands which have purpose as not merely a temporary tool but a permanent part of strategy. According to Cone, “Authentic purpose equals thoughtful, real, and sustained actions that impact the business internally and externally, while having a positive impact on society. And the organisations with the most authentic purpose have it baked into their cultures, mandated and modelled by CEOs who understand their leadership role”.3 Effectiveness expert Peter Field, a stalwart of purpose-driven brand strategy, points to research showing that when purpose campaigns are well-executed and have a “commitment by a commercial brand or its parent company to goals other than improved profits or products, involving contribution towards one or more positive social impacts”4 meeting growing pressure from government, investors, and regulators on ESG matters such as environmental sustainability, equality, and inclusivity, can also deliver positive effects on differentiating from the competitive and enhancing customer-company relationships. Success is in the execution. Sustainable Brands, an organisation who describe themselves as “a global community of brand leaders who are tapping into environmental and social challenges to drive innovation, business, and value” claim that brands are uniquely positioned “to align business and society on the path to a flourishing future . . . and discover the next economy.