INTRODUCTION

The Call for Brand Citizenship

Over more than twenty years as a Fortune 500 global brand strategist and researcher, I have observed people continuously expecting more from brands. Three years of investigation dedicated to deconstructing the shifting elements of brand leadership, corporate citizenship, and favorite brands through my company’s CultureQ® research project confirmed that customers unequivocally are demanding more value, more service, better ethics, and a greater focus on sustainability and social good. What people told me in qualitative conversations and quantitative surveys was clear: They want the companies they do business with not only to “do good” and make the world a better place but also to advocate on their behalf ...

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