Beyond Sizzle: The Next Evolution of Branding

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.