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CCEG SOCIAL VALUE & INTANGIBLES REVIEW

CASE STUDY

Advocacy Model for Corporations and Causes:

8 Lessons from Alzheimer’s Australia Anaezi Modu is Founder and CEO of REBRAND™ and Producer of the REBRAND 100® Global Awards. Juried by an esteemed panel of international design and business leaders, the program is the highest recognition for transformed brands in business. She has been interviewed by renowned organizations such as BBC for her insights and case studies from a 1000+ library that includes brands such as Cancer Research UK, Fiji Airways, Audi, HP, and National Bank of Kenya that represents over 51 countries and 40+ industries. Linkedin.com/in/anaezimodu An older version of this article appeared here: https://www.linkedin.com/pulse/turn-unspoken-unforgettable-anaezi-modu?trk=prof-post

Alzheimer’s disease is Australia’s third biggest killer. By 2030, it will kill more Australians than cancer. Think about that for a moment. hether you live in Australia, Angola, Azerbaijan, or anywhere else, you may know someone affected by Alzheimer’s. Even if you don’t, you will soon understand why this rebrand was absolutely necessary.

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Stick with me here on how and why the results were quite effective. I’ll also share insights gleaned from this case study for your brand in whatever current state it’s in. These apply regardless of whether you’re a B2B or B2C (all P2P – person to person really) business, non-profit, a government agency, NGO, cause-driven organization or if you offer services and products to individuals locally or globally. Before continuing with the story of Alzheimer’s Australia, let me share a few thoughts on social value in branding. When you’re developing a new brand or transforming an existing one, this is a valuable opportunity to clarify your purpose and inspire with your vision. In our always-on and digitally transparent world, very little about an organization

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can be hidden. Customers and clients are quite sophisticated, and many access freely available information on companies. Harness your employees, leadership, and those you serve on the outside to represent and embody what you stand for. Social value is no longer optional. It is now demanded by customers, prospects, employees, and potential partners. Here are a few stats on the increasing demand for brands grounded in social value and responsibility: • 86% of engaged employees say they very often feel happy at work, compared to 11% of the disengaged - Source: Gallup • 45% of employees would take a 15% pay cut for a job that makes a social or environmental impact. – Source: Net Impact What Workers Want Study • 90% of shoppers worldwide [are] likely to switch to brands that support a good cause – Source: Cone Communications/Echo Global

February 2017

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Social Value and Intangibles Review February 2017  

CCEG Social Value & Intangibles Review (SVIR) – February 2017 Centre for Citizenship, Enterprise and Governance journal on Social Impact and...

Social Value and Intangibles Review February 2017  

CCEG Social Value & Intangibles Review (SVIR) – February 2017 Centre for Citizenship, Enterprise and Governance journal on Social Impact and...

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