Business on a Mission
How to Build a Sustainable Brand

Paper: 978-1-78353-300-8 / $23.95
 
Published: December 2016  

Cloth: 978-1-78353-299-5 / $70.00
 
Published: December 2016  

Publisher: Greenleaf
138 pp., 5 4/5" x 8 1/4"
Winner of the Bronze Award in AXIOM Business Book Awards' Philanthropy/Nonprofit/Sustainability category.

This easy-to-read and engaging book is the perfect introduction to how to build a sustainable brand for your organization. Intended as a roadmap that can be readily applied by busy managers and practitioners, the book includes interviews from business leaders--including Paul Polman of Unilever, Adam Elman of Marks & Spencer, Mike Mack of Syngenta and Jonas Prising of ManpowerGroup--to provide insight into best practice and clear guidance for implementation. Throughout, the book avoids jargon and theorizing to ensure readability.

Business on a Mission is based on more than a decade working with some of the first businesses to develop social missions and shows the foundations behind their success. It looks at how businesses can profit from engaging more closely with society and identifies a model for success. The book demonstrates how businesses can go from hiding behind "social shields" to picking up "social swords" and presents the six criteria to look for in assessing a social mission. It also focuses on how good communications can build trust and bring about positive change and provides clear ways to engage employees and improve productivity and "rules" for communicating social missions externally.

This optimistic book explains the benefits of partnerships in the sustainable development agenda, particularly between businesses and NGOs. The book features guidelines for avoiding dysfunctional partnerships, and presents interviews with Marc Van Ameringen, Executive Director of GAIN (Global Alliance for Improved Nutrition) 2005 to 2016, and Myriam Sidibe, Social Mission Director for Africa, Unilever, on how things can be managed to the benefit of both partners.

Table of Contents:
1) From West Kirby to Kibera

2) Diverging Agendas and the Age of Transparency

3) The Commercial Benefits of a Social Mission

4) What Makes a Good Social Mission?

5) How to Build a Sustainable Brand

6) Communications as a Change Driver

7) Strange Bedfellows

8) The Future



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Reviews & Endorsements:
"In Business on a Mission, Andy Last describes how business can develop to deliver to a purpose that serves society. Companies who are able to do this are magnets for employees who we recognise as increasingly concerned to find meaning in their work. He describes too how NGOs and business can work together for good, with clarity about motive being vital for partnerships to work. Together, business and NGOs can make a bigger difference in the world than either can achieve alone."
- Dame Barbara Stocking, President, Murray Edwards College, University of Cambridge, and former CEO, Oxfam