Coordinates 10.20.01
Welcome to Coordinates 10.20.01
Hello all,
Over the summer, I was busy working on this inaugural research project, The “Brand for Good” Benchmark Report.
Branding for Good has been an interest of mine for some time, yet I was longing to put more structure to what it means to be a Brand, or Business, for Good. I started with framing the Purpose Flywheel, based on the idea of Being Good and Being Great. Then, I put more criteria and measures to Being Good and Being Great and applied it to companies to see which would meet the criteria and what lessons could be learned.
I’m happy to share the findings from the research with you. Read more below and get the link to download the report to find 10 lessons from 10 companies branding for good. I looked at companies like Ben & Jerry’s, Starbucks, and Athleta, as well as smaller to mid-sized brands like Great Lakes Brewing Company, WeTransfer, and All Birds. I was surprised to learn that all of these companies have experienced some form of growth over the last 3 years, not sacrificing business impact for purpose, and that even small to mid-sized companies are able to do so while meeting the majority of our criteria.
Give it a read and review, and please let me know what you think!
Thanks!
Kathy
P.S. If you like the report, I’d appreciate it if you could share it with others.
If you are so inclined, please post on LinkedIn:
Want to build a brand with purpose? @kathyoneto of The Agency Oneto shares “The Brand for Good Benchmark Report” offering 10 lessons from 10 companies leading with purpose, building stakeholder capitalism, and branding for good. http://bit.ly/b4gbenchmark
For easy tweeting, Tweet this!
Branding Corner
The Monthly Progress Practice – October
Scare Yourself. That’s how you develop strength and courage by moving forward past the fear. Just take the next step.
Fear can be a signal that you are on the right track towards something you actually want. Get focused on your vision, your goal, your motivation. Then ask, what’s the next step I need to take to move forward? Take that next step. And after that, ask again, what’s the next step that will take me forward? Repeat.
“The ethos fueling such efforts—that companies have a responsibility to enhance the societies in which they flourish—was integral to Starbucks’ ability to employ great people and attract customers, which in turn drove a 21,826% return to shareholders between 1992 and 2018, the year I stepped down as executive chairman.”
— Howard Schultz, Founder and now emeritus chairman of Starbucks
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The Agency Oneto is a disciplined yet agile business and brand strategy agency whose mission is to partner with purpose-led leaders to make a positive impact on their business and brands and for their consumers and teams, unlocking potential.
We help you build and grow your brand or help you make a positive change to your business. We offer services in Business Strategy, Brand Strategy, Portfolio Strategy, Brand & Product Positioning, Brand Architecture, Marketing Strategy, Content Strategy, Innovation Strategy & Process, Consumer Insights, and Trend Analysis.
We also lead workshops and facilitate strategy and business planning sessions, provide advisory services, and offer Executive Coaching.