Case Study: Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit




Client: Anne Bahr Thompson

Summary: “Good works” are no longer optional when it comes to the business world. In every age group, people commit to brands that show good citizenship. From CVS's destocking cigarettes, to Starbucks’ racial sensitivity training to Chipotle's ethical sourcing, people want to see fair employment practices, social responsibility, and charitable giving-and they quickly call out negligence. Based on extensive research with thousands of consumers, Anne Bahr Thompson’s Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit documents this sea change and explains how to embed social consciousness into a company's DNA. Packed with examples and original data, Thompson’s five-step Brand Citizenship model highlights the new rules of business. The following media placements from dozens of media outlets were generated, including these:

Media Highlights:

  • ABC News Radio – author interviewed
  • AMA podcast – author interviewed 
  • Accounting Today --ran a story
  • Chief Executive Online –ran an article
  • CRM Magazine – author was interviewed
  • – an interview was posted
  • Bold Business TV – interview segments appeared on Facebook Live and Periscope
  • Marketing Week UK – included the book in their Recommended Reading column.
  • PeerSphere – featured the book in Q2 issue
  • Talent Development magazine—Alex Moore included a review in their April issue
  • Leadership Insights – Skip Prichard conducted a Q&A with the author
  • Branding Strategy Insider – ran an excerpt on Jan. 23. And another on Feb 6.
  • Charles Ashbacher – posted a review of the book on Goodreads, his review blog, and
  • Entrepreneur Weekly podcast – interviewed
  • Ethical Corporation – the site ran an excerpt of the book 
  • Mind Tools – interviewed
  • Robert Morris – gave the book a very positive review on Amazon and featured an interview on his blog
  • Tanveer Naseer blog –ran a guest post
  • Thrive Global – ran an excerpt. Thrive Global is Arianna Huffington’s new company
  • Totally Uncorked on Marketing blog (approx. 11K uvm)– ran a Q&A
  • Adrian Swinscoe podcast – a Forbes contributor interviewed the author
  • As Told by Nomads Podcast (#90 in on iTunes in Places & Travel category) – interviewed
  • Biz 1190 AM WAFS (The Dana Barrett Show) – interviewed
  • Business Brain Food podcast – interviewed
  • Conversations LIVE (Blog Talk Radio and iHeartMedia)– interviewed
  • Crack the Customer Code podcast – interviewed
  • Customer Experience Leaders podcast – interviewed
  • Green Connections Radio – interviewed
  • KPCW-FM (Mountain Money Show) – interviewed
  • Marketing Matters (Wharton Business Radio / Sirius XM) – interviewed
  • On Brand podcast (AMACOM’s connect)—  interviewed
  • Onward Nation –  interviewed
  • Prudent Money (Dallas-Fort Worth on 91.3 FM KDKR and Commerce, Texas on KYJC) –interview
  • School for Startups Radio – interviewed
  • The Entrepreneur Effect podcastinterviewed
  • The Findings Report podcast (AMACOM’s connect) – interviewed
  • The Marketing Book Podcast (#138 on iTunes in Mgmt & Mktg category) – interviewed
  • The Price of Business (syndicated nationally) – interviewed
  • WGVU Morning Show (NPR affiliate serving the Greater Grand Rapids, Michigan — interviewed
  • Work That Matters – interviewed




Please pass along my sincere thanks for the flowers that brightened my day – as well as my kitchen. It's nice to know that I'm being thought of by people who also had a big hand in making Tuesdays with Morrie a success.
— MITCH ALBOM, Author of Tuesdays with Morrie