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Do Good by Anne Bahr Thompson David Pearson
Past Master
Anne Bahr Thompson is the founder products and services to the way it longer a cost, it’s an investment. But
of the brand consultancy treats employees, the community Brand Citizenship is not a ‘to do list’,
Onesixtyfourth and the former and the environment. People see it’s a journey. She recommends Five
executive director of strategy and good citizenship in companies like 6WHSV EXW WKH\ DUH QRW D À[HG
planning at Interbrand. I met her Apple for making communication formula. And it is not conducted in a
when she visited the UK to promote easier, or Walmart for making life vacuum, but in a competitive
more affordable.
her new book Do m market place and if your competitor
When they become
1
Good . This struck a W raises the bar, you have to respond.
chord with me as it aw
aware that a
co
was the theme for my company has done +HU ÀYH VWHSV DUH
ba
year as Master in 2016 bad rather than good
Step 1: Trust – Don’t Let Me Down
th
which I had written up they don’t rush to
in my book Marketing judgement but rather Step 2: Enrichment: Enhance Daily
jud
for Good is Good wa Life
watch to see how the
Marketing . So I gave company deals with Step 3: Responsibility: Behave Fairly
2
co
the problem. Thus
her a copy of my th
they admire Nike and
book in return for a th Step 4: Community: Connect Me
copy of hers. H&M for improving
H&
their overseas labour
th Step 5: Contribution: Make Me
Through her practices and Bigger Than I Am
pr
consultancy she has ch
channelling funds into
conducted thousands po Ms Thompson’s extensive research
positive efforts:
of consumer athletic shoes for was based on two lines of study.
at
interviews over the Firstly to name the brands that were
people with
pe
past few years and disabilities, or grants liked and then to rank them. The
dis
her book is based on for environmentally result is strongly positive and she
fo
these. She has found sustainable fashion. concludes that ‘brands that are
su
that in general clear about how they advance
MTh
people are drawn to companies i Ms Thompson has coined the phrase society, that integrate sincere
h
3
with a higher purpose and so they ‘Brand Citizenship’ for the model she practices into their marketing and
reward them with their business. In recommends companies adopt if operations, and that turn ethics into
every region of the US, age group they aspire to cultivate the qualities results exemplify good Brand
and socioeconomic level, customers that customers demand. The Citizenship. They do well by doing
connect with brands that care research was mainly conducted in good and they will always be touted
about them, their values, and the the US but Ms Thompson lived in the as leaders’.
world at large. They’re more UK for ten years and uses several Endnotes
committed and less price sensitive to British examples of companies that 1 Do Good; embracing brand citizenship to
companies that ‘do good’. do good, particularly John Lewis. IXHO ERWK SXUSRVH DQG SURÀW $QQH %DKU
Thompson. Amacom 2018
%XW GRLQJ JRRG LV QRW MXVW D RQH WLPH She quotes leading investors like 2 Marketing for Good is Good Marketing: A
DWWHQWLRQ JHWWLQJ HIIRUW ,W·V DQ HWKRV Larry Fink of BlackRock and Jamie year in the life of a Livery Company Master
David Pearson 2017
that permeates every aspect of an Dimon of JP Morgan who support her 3 Brand Citizenship is a registered trademark
enterprise, from how it delivers argument that doing good is no of Anne Bahr Thompson
New appointment for Professor Paul Baines
Liveryman Professor Paul Baines BSc SDUWLFXODU GHYHORSLQJ D ZRUOG FODVV Paul will retain a Visiting Professor role
(Hons) PGCHE DipM MSc MPhil PhD Masters in Management programme DW &UDQÀHOG +H ZLOO DOVR KDYH PRUH
FIOD FMRS MAM has been which is ranked number one in the time for research and will have time
appointed Professor of Political UK and eighth in the world,
Marketing at the University of according to The Economist. Notably to produce more excellent studies of
Leicester and will be supporting the his work on the Executive MBA our political landscape. You may
Dean as the School’s lead on programme increased student levels remember reading Past Master
internationalisation strategy. David Pearson’s review of ‘Exploring
from 50 a year to over 300. His work
For the past 12 years, Professor with the Market Research Society Cameron’s Catastrophe’ in the
Baines has been building built up the MSc Strategic Marketing winter issue of Marketor – Professor
SURJUDPPHV DW &UDQÀHOG LQ into an accredited Master’s degree. Baines was one of the four authors.
MARKETOR SUMMER 2018 marketors.org 33
