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Anne Bahr Thompson

Founder & Brand Citizenship Pioneer at Onesixtyfourth

New York, United States

A pioneer of the do good and purpose space, Anne is a collaborative leader with a genuine passion for creating meaningful change, engagement and profitable growth through integrating social consciousness into business. For more than 25 years, she’s been observing how social movements and cultural shifts impact people’s relationships with each other, society and brands to connect brands with people’s values.

Anne first identified how people’s relationships with companies were turning upside down at the start of the Millennium, before many others noticed this shift. Her groundbreaking research influenced a movement of purpose and profit that continues to inform the decisions of revered corporate, not-for-profit, government and academic leaders today. She is a 2020 Superbrands Branding Leader, a Trust Across America 2018 Top Thought Leader in Trust and the author of DO GOOD, which details her pioneering Me-to-We continuum of Brand Citizenship® – a five-step model that guides businesses to provide solutions to people’s personal ME problems through the product and services they offer and their generalized WE worries about society, and the planet through responsible behavior.

A former executive director of strategy and planning and head of consulting at Interbrand, Anne founded Onesixtyfourth to help businesses integrate purpose and social responsibility into their brands, corporate culture and operations. She brings the depth of knowledge and understanding that comes from interacting with a lengthy list of the world’s most valuable organizations from Aegon, adidas, American Cancer Society, Citibank, Deloitte, Emerson, IBM and ING to JPMorganChase, Kingfisher, Microsoft, Pearson, Pepsi, Save the Children, ThomsonReuters and UNICEF, among others. After spending some time at an NGO and working with philanthropists, in the wake of COVID pandemic she chose to return to the business sector to help leaders at all levels take action to shape a better next normal.

Anne’s writings have been published in Brands and Branding (Economist Books), hbr.com, Bloomberg News, The Guardian, Journal of Brand Strategy and many other industry publications. She’s been interviewed on numerous podcasts, radio shows and Fox Business, and spoken at the United Nations, international conferences, business schools and client events. An active community volunteer, she is extremely proud of the work she has done for non-profit and humanitarian aid organizations. Anne holds an MBA from the Darden School of Business at UVA and has been an adjunct professor at NYU Stern School of Business’s London campus.

Available For: Advising, Authoring, Consulting, Speaking
Travels From: New York, NY USA
Speaking Topics: Brand Citizenship: the new model for social responsibility, profit & growth; Diversity, Equity & Inclusion though Belonging; Trust: the new social con

Anne Bahr ThompsonPoints
Academic0
Author81
Influencer76
Speaker20
Entrepreneur0
Total177

Points based upon Thinkers360 patent-pending algorithm.

Thought Leader Profile

Portfolio Mix

Company Information

Company Type: Service Provider

Areas of Expertise

Business Strategy 34.06
Change Management 30.17
CSR 48.80
Culture 30.96
Customer Experience
Customer Loyalty 34.69
Diversity and Inclusion 32.82
Future of Work 30.13
Leadership 31.39
Marketing 32.28
Sustainability 30.69
HR 30.04

Industry Experience

Consumer Products
Financial Services & Banking
Furniture
Hospitality
Other
Professional Services
Travel & Transportation

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Publications

5 Article/Blogs
2022: Time for EmpIoyers to Get Purposeful about Purpose
LinkedIn
January 06, 2022

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Tags: Change Management, Culture, HR

Employees First: The Great Resignation is not new/s
LinkedIn
October 26, 2021

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Tags: Leadership, Future of Work, Change Management

Five guidelines for transforming culture & rewriting your employer narrative
LinkedIn
July 27, 2021

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Tags: Change Management, Culture, Future of Work

5 lessons from the pandemic: Agility, clarity, and sincerity define game play today
Business Fights Poverty
July 07, 2020

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Tags: CSR, Leadership, Sustainability

The Intangible Things Employees Want from Employers
Harvard Business Review
December 03, 2015

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Tags: Change Management, Culture, Leadership

1 Book
Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit
AMACON/HARPER COLLINS
November 17, 2017
What business and thought leaders are saying about Do Good:

“A great read for any company seeking to incorporate a social mission into their brand, without sacrificing profits. Anne Bahr Thompson’s model of Brand Citizenship offers compelling advice and creative, yet practical, ways to connect with all stakeholders.” – Jay Coen Gilbert, co-founder of B Lab, the nonprofit behind the B Corp movement

”Do Good offers a timely blueprint for building a strong brand with social impact at the core, as customer and employee expectations for the role business plays in society continue to increase.” – Andy Polansky, Chief Executive Officer, Weber Shandwick Worldwide

“Anne’s book underscores what we experience each day as we work with the CEOs and companies in our coalition, and what the research has shown: that understanding and meeting significant stakeholder needs is critical for companies to prepare for 2020. Do Good is required reading for leaders who want to meet today’s business challenges head-on.” – Daryl Brewster, CEO, CECP: The CEO Force for Good

“Anne Bahr Thompson’s five-step Brand Citizenship model offers a new lens on the challenge of stewarding brands in an era of change and increasing complexity for brand owners.” – David Bickerton, Director of Communications, BP plc

“With her remarkable background and decades of experience, Anne Bahr Thompson has succeeded in joining profitability with purpose (a long-sought synchronization seldom achieved today) and crafted an exceptional framework for businesses to attain Brand Citizenship—which virtually guarantees a business success. A compelling read for everyone in business, I heartily endorse Do Good.” – Archie Carroll, Ph.D., Professor Emeritus, Terry College of Business, University of Georgia; senior coauthor of Business and Society: Ethics, Sustainability, and Stakeholder Management, 10th Edition

“Do Good is engaging, insightful, convincing, and useful. In a world where consumers, employees, and shareholders demand more from the brands they engage with, this book—and the unique Brand Citizenship model Thompson proposes within it—is essential reading for any business leader looking to unlock value and help their organization earn an extraordinary and irreplaceable role in people’s lives.” – Kevin Jasmin, Director of Corporate Brand Strategy, TD Ameritrade

Synopsis:

Good works are no longer optional. Customers expect brands to truly care about them, their values, and the world at large. People want to see companies engage in fair employment practices, social responsibility, and charitable giving. In addition, they want companies to advocate on their behalf and make them feel that they are part of a larger community or grander mission. They demand more than half-hearted pledges or they’ll quickly call out negligence on social media, because doing good is not just an easy, one-time attention-getting effort. It’s an ethos that permeates every aspect of an enterprise, from how it delivers products and services to the way it treats employees, the community, and the environment. So, how exactly can companies foster this ethos?

As a Fortune 500 global brand strategist and researcher for more than 20 years, Anne Bahr Thompson has studied what consumers expect from brands and how the most successful companies respond. In her new book, DO GOOD: Embracing Brand Citizenship to Fuel Both Purpose and Profit (AMACOM), she explains how to embed social consciousness into a company’s DNA. Based on extensive research with thousands of consumers, Thompson confirms a new business mandate: Brand Citizenship. She offers a five-step model “that integrates doing good activities…with brand development to strengthen a brand’s reputation, foster greater loyalty, and enhance value creation. It’s a win-win-win solution that mutually benefits consumers, companies, and society.” The five steps of Brand Citizenship logically flow from one another:

Trust: Don’t Let Me Down. Brands that deliver on their promises are trusted more. Digital communications and information channels have made reciprocity one of five key requirements for trusted brands.
Enrichment: Enhance Daily Life. People identify more with—and are less price sensitive toward—brands that help them to simplify their routines, make mundane tasks less dull, and enrich their daily lives.
Responsibility: Behave Fairly. In a post-recession, flattened, and transparent world, customers expect brands to treat their employees fairly, behave ethically, and be proactive in their business practices.
Community: Connect Me. Brands that rally communities, motivate behavioral changes and fix social problems – provided they are not overtly political – attract more loyalists.
Contribution: Make Me Bigger Than I Am. Brands that play an active role in creating a more positive and life-enhancing future enrich loyalists’ lives by improving life on the planet.

DO GOOD helps leaders understand where their organizations are starting on the ME2WE continuum of Brand Citizenship and how to develop metrics to measure the perceptual, social, and financial impact of initiatives and programs. The book presents a wealth of business and brand case studies—ranging from legacy businesses to social enterprises, including Apple, Google, AMAZON, Walmart, and Vaseline to H&M, SunTrust Bank, Chipotle, Trader Joe’s, IKEA, and Burt’s Bees, as well lesser known companies such as Plum Organics, Lush, and Seventh Generation. With DO GOOD, business leaders will get an edge on implementing Brand Citizenship: a win-win-win solution for customers, society, and the bottom-line.

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Tags: Business Strategy, CSR, Customer Loyalty

1 Book Chapter
Brand Positioning and Brand Creation
Economist Books
November 27, 2003

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Tags: Business Strategy, Leadership, Marketing

2 Keynotes
BRAND CITIZENSHIP: a mechanism for positive change in an ever-evolving, shape-shifting world
Medium
June 16, 2020

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Tags: Business Strategy, CSR, Leadership

Diversity, Equity and Inclusion through Belonging and Community
AMACON/HARPER COLLINS
November 17, 2017

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Tags: Culture, Diversity and Inclusion, Leadership

4 Media Interviews
Brand Action Roundtable Discussion
Sid Lee Mind Sparks
October 29, 2020

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Tags: Culture, Leadership, Marketing

Interview with Christine Sech at Brandemonium
brandchannel studio
October 02, 2018

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Tags: CSR, Leadership, Marketing

AMA (American Managemetn Association) Talks: Do Good
AMA
May 22, 2018

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Tags: Business Strategy, CSR, Sustainability

5 Trends Brands Should Embrace with Lauren Simonetti of Fox Business
Fox Business
December 13, 2013

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Tags: Business Strategy, Leadership, Marketing

2 Podcasts
ANA Center for Brand Purpose - Anne Bahr Thompson (Episode 1)
ANA (Association of National Advertisers)
December 14, 2018

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Tags: CSR, Leadership, Marketing

Marketing Matters interview with Barbara Kahn and Americus Reed
Wharton Business Radio
January 10, 2018

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Tags: Business Strategy, CSR, Marketing

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