Description
Book SynopsisGive to get! Your company’s generosity can actually INCREASE your profits, not take away from them.
Table of Contents
Introduction 1
PART I: IT'S A BRAVE NEW WORLD
CHAPTER 1: The New Demand That Brands Make a Difference 13
CHAPTER 2: Balancing Social and Financial Values: The New Brand and Business Equation 30
CHAPTER 3: Brand Citizenship: The Consumer-First Model for Doing Good and Doing Well 52
PART II: THE PATH OF BRAND CITIZENSHIP
CHAPTER 4: Trust 77
CHAPTER 5: Enrichment: Enhance Daily Life 113
CHAPTER 6: Responsibility: Behave Fairly 147
CHAPTER 7: Community: Connect Me 184
CHAPTER 8: Contribution: Make Me Bigger Than I Am 214
PART III: CHOOSING CHANGE
CHAPTER 9: Stepping Forward into Brand Citizenship 241
ENDNOTES 259
INDEX 287
