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The Marketing Book Podcast: "Do Good" by Anne Bahr Thompson

Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit by Anne Bahr Thompson 


With more than 25 years of experience as a global brand strategist, Anne is an accomplished researcher, writer and speaker, and the pioneer of the strategic framework of Brand Citizenship.

A former executive director of strategy and planning and head of consulting at Interbrand, the world’s leading brand consultancy, Anne founded Onesixtyfourth, a boutique consultancy, to integrate cultural shifts and a social conscience into brand development.

Her writings have appeared in hbr.org, The Guardian, Bloomberg News, and many other publications.

The Host's Perspective:


Consumer expectations of brands continues to rise.

They want the companies they do business with to not only “do good” and make the world a better place, but also to advocate on their behalf and make them feel as though they are part of a larger community or grander mission.

Customers are calling for, yearning for–and paying for–a new business ethos that’s called Brand Citizenship.

Over more than twenty years as a Fortune 500 global brand strategist and researcher, Thompson observed people continuously expecting more from brands and has coined the term Brand Citizenship.

Years of investigation dedicated to deconstructing the shifting elements of brand leadership, corporate citizenship, and favorite brands through extensive research confirmed that customers unequivocally are demanding more value, more service, better ethics, and a greater focus on sustainability and social good.

Do Good documents this sea change and explains how to embed social consciousness into a company's DNA.

Listen to the Interview:


Show Notes

Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit by Anne Bahr Thompson

Trouble with Advertising by John O'Toole

In Search of Excellence: Lessons from America's Best-Run Companies by Tom Peters

A Random Walk Down Wall Street: The Time-Tested Strategy for Successful Investing by Burton Malkiel

The Wisdom of Teams: Creating the High-Performance Organization by Jon Katzenbach

Leading the Revolution: How to Thrive in Turbulent Times by Making Innovation a Way of Life by Gary Hamel

Nudge: Improving Decisions About Health, Wealth, and Happiness by Richard Thaler

Hillbilly Elegy: A Memoir of a Family and Culture in Crisis by J. D. Vance

The Undoing Project: A Friendship That Changed Our Minds by Michael Lewis

Thinking, Fast and Slow by Daniel Kahneman

Team of Teams: New Rules of Engagement for a Complex World by General Stanley McChrystal

A World in Disarray: American Foreign Policy and the Crisis of the Old Order by Richard Haass

Anne Bahr Thompson  (LinkedIn)

Brandcitizenship.com (Book Website)

Onesixtyforth.com (Anne Bahr Thompson's Consultancy)



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Douglas Burdett
Douglas Burdett
The Principal and Founder of Artillery, Douglas Burdett is a former artillery officer and Madison Avenue ad man. He also hosts The Marketing Book Podcast, where he interviews authors every week about the latest in modern marketing and sales.

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