The Next Evolution of Branding
By Mona Amodeo, Ph.D.
• First book to offer clear guidance on how to brand a company as a force for good
• Leaders from thriving values-based businesses share their secrets to success
• Offers a practical framework that can be implemented in all types and sizes of organizations
A Playbook for Building Brands that Matter to Customers, Employees, and the World
More and more, organizations are judged not just for the quality and price of their products but for who they are. A critical mass of customers now expect a business to a force for good.
Beyond Sizzle introduces a fundamentally different approach to branding – Whole Systems Branding from the Core® – that brings together the best practices of change management, marketing communications, and branding to provide an actionable process for aligning the purpose, performance, and perception of organizations.
Readers are provided with a workable framework they can use to transform their organizations into brands that matter – organizations that are redefining workplaces, reimagining customer experiences, and creating innovative products and services that are building healthier, more sustainable communities – in turn, creating a better world for us all. Ultimately, these organizations prosper because people value and trust them. The book also offers insights and case studies from leaders of thriving values-based businesses who share their secrets to success and how they keep up their momentum.
The central case study of the book features billion-dollar global flooring manufacturer Interface, Inc., and offers a powerful lesson for readers – you don’t need to choose between profit and responsibility, you can have both. Interface shows that a company can change, that becoming a socially responsible business is not only the right thing to do, it’s the smart thing to do, impacting everything that ultimately drives the company’s bottom line: employee engagement, pride, commitment, innovation, and customer acceptance.
The ultimate value of this book is the insight and instruction it provides into how to build an organization’s reputation that ensures long-term prosperity.
About the Author
Mona Amodeo, Ph.D., is a catalyst for transforming organizations into brands that matter. As the founder of the Pensacola, Florida-based, idgroup, Amodeo leads a team of dedicated experts with a vision to move business-as-is to business-as-it can-be. Prior to opening idgroup in 1989, Amodeo was a broadcast journalism instructor and international documentary producer at the University of West Florida. She earned a Ph.D. in Organization Development and Change from Benedictine University and a master’s in Communication Arts. Her work spans the boundaries of scholarship and practice in the disciplines of branding, communications, and organization development and change.
Table of Contents
PART I: FOUNDATIONS OF BRANDING
Chapter 1: The Evolution of Branding
Chapter 2: Tribal Connections
Chapter 3: The Tribe Is Growing: Interviews from the Field
Chapter 4: Small Giants
PART II: BUILDING A BRAND THAT MATTERS
Chapter 5: Whole Systems Branding from the Core
Chapter 6: Bringing It All Together: Building the Brand
Chapter 7: Postscript—Still Learning from Interface
About the Author
Praise for Beyond Sizzle