Brands on a Mission

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Exploring the significance of a performance culture centered on purpose, this book emphasizes the talent needed to drive transformational change within organizations, from CEOs to brand developers. Drawing on insights from over 100 interviews with CEOs, thought leaders, and brand managers, it presents a model for integrating purpose into growth strategies and bridging the gap between Brand Say and Brand Do. Readers will gain insights from industry leaders like Paul Polman, who embedded purpose into Unilever's DNA, and learn about the challenges faced by current CEOs like Alan Jope and Emmanuel Faber. The book also highlights impactful initiatives, such as how Lifebuoy educated a billion people on hygiene and how various brands address issues like gender-based violence and school absenteeism. Renowned experts, including Peter Piot, Michael Porter, and Jane Nelson, contribute examples and experiences that illustrate how to foster a culture of purpose in corporations. Additionally, leading NGOs and UN experts, such as Lawrence Haddad and Natalia Kanem, discuss collaborations between the public and private sectors aimed at achieving the Sustainable Development Goals by 2030. This book serves as a vital guide for managers and students seeking to develop impactful social missions while driving business growth.