About The Book

Brands on a Mission explores the importance of creating a performance culture that is built on driving impact through purpose, and the type of talent required to drive these transformational changes within companies – from CEO to brand developers.

Using evidence from interviews and stories from over 100 CEOs, thought leaders and brand managers, the book presents an emergent model that organisations can follow to build purpose into their growth strategy. It provides a clear pathway of how to take brands through the journey of developing impactful social missions alongside driving business growth, and is an essential guide for both managers and students alike.

In this book readers will learn from the real experts in the field: how Paul Polman, former CEO of Unilever built purpose into the DNA of his company; what keeps Alan Jope (new CEO, Unilever) and Emmanuel Faber (CEO, Danone) awake at night; and how brand developers from Durex, Dove, Discovery, and LIXIL have made choices and the reasons behind them. You will learn how a soap brand Lifebuoy taught one billion people about hygiene, how a beer is tackling gender-based violence, and how a toothpaste is tackling school absenteeism amongst many others.

Renowned experts like Peter Piot (Dean, London School of Health and Tropical Medicine), Michael Porter (Professor, Harvard School of Business), Jane Nelson (Director, Corporate Responsibility Initiative, Harvard Kennedy School) and Susie Orbach (leading feminist and formerly professor, London School of Economics) also share examples, data and their everyday experiences of helping corporates create a culture of purpose. And leading NGOs and UN experts like Lawrence Haddad (Executive Director, GAIN), and Natalia Kanem (Executive Director of UNFPA) will recount how the public and private sector have worked together to create an accelerated path to reaching the Sustainable Development Goals by 2030.

“Myriam Sidibe is a pioneer in identifying the issues that companies can address through their core business operations and building a practical approach to creating positive change alongside commercial growth. Brands on a Mission focuses on what consumer brands can do to improve the world, especially on health and wellbeing issues, which alone have the potential to unlock a US$1.8 trillion economic opportunity.

Embedding social purpose in business is not always easy, but it is worthwhile – the examples in Brands on a Mission are testament to that. A thoughtful reading of this book will help anyone working on the hard issues that come up when companies embrace a social purpose, with advice and stories related to each step in a widely applicable model.”

Purpose-driven marketing, when done right, can create social impact that can improve millions of lives while simultaneously improving company competitiveness. Too many companies, however, pursue hype that delivers no real results. Myriam Sidibe draws on her 15 years at the intersection of branding and public health to describe how to do it right. This book is a valuable starting point for any marketeer with a brand on a mission.

Michael E. PorterBishop William Lawrence University Professor, Harvard Business School

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Brands On A Mission

By Myriam Sidibe

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