Today’s interview is with Anne Bahr Thompson, pioneer of the Brand Citizenship movement, founder of OneSixtyFourth and author of a new book: DO GOOD: Embracing Brand Citizenship to Fuel Both Purpose and Profit. Anne joins me today to talk about brand citizenship, her research, her new book and the power of aligning purpose, profit and doing good in business.
This interview follows on from my recent interview – Putting Dan Pink’s Mastery, Autonomy & Purpose into practice – Interview with Jeremiah Smith – and is number 254 in the series of interviews with authors and business leaders that are doing great things, providing valuable insights, helping businesses innovate and delivering great service and experience to both their customers and their employees.
Highlights from my conversation with Anne:
Named Trust Across America 2018 Top Thought Leader in Trust, Anne Bahr Thompson has been inspiring business leaders to use their brands as a motivating force for change for many years. She started to observe and write about how peoples’ connections to companies were turning upside down at the start of the Millennium, before many others identified this shift. With more than 25 years experience as a global brand strategist, Anne is the author of DO GOOD, which explains her pioneering model of Brand Citizenship® – and the cultural dynamics that led to the creation of the model.
A former executive director of strategy and planning and the head of consulting at Interbrand, the world’s leading brand consultancy, Anne is the founder of Onesixtyfourth, a boutique consultancy that helps companies align purpose and profit by integrating cultural shifts and a social conscience into brand development. She spent several years in the banking sector in strategic planning and research and began her career at Grey Advertising. Anne brings the knowledge and understanding that only comes from interacting with a lengthy list of the world’s most prestigious brands including: Aegon, adidas, American Cancer Society, Citibank, Emerson, Hard Rock Cafe, IBM, ING, JPMorganChase, Kingfisher, MerckMedco, Microsoft, Pearson, Pepsi, Prudential, Quaker Oats, Roche, Save the Children, Scandinavian Airlines, STA Travel, Stolichnaya, Symantec, ThomsonReuters, Tri-Star Entertainment, UNICEF, Waitrose/John Lewis Partnership and many others.
Anne’s writings have appeared in Brands and Branding (Economist Books), hbr.com, Brand Quarterly, Journal of Brand Strategy, Bloomberg News, The Guardian, PR News, and many other industry publications, and she has been interviewed about her mega trends on Fox Business. An active community volunteer, she is extremely proud of the work she has done for non-profit and humanitarian aid organizations, both global and local. She holds an MBA from the Darden Graduate School at the University of Virginia and has been an adjunct professor at New York University Stern School of Business’s London campus.
Check out Anne’s book: DO GOOD: Embracing Brand Citizenship to Fuel Both Purpose and Profit, take a peek at the Brand Citizenship and OneSixtyFourth websites here and here and, finally, say Hi to Anne on Twitter @annebt and connect with her on LinkedIn here.