Anne Bahr Thompson is also the founder of the Brand Citizenship movement and the author of the book “Do Good”, which is designed to help leaders turn their brands into better corporate citizens. She is also a global brand strategist and founder of brand consultancy Onesixtyfourth. Prior to that, she was an Executive Director at Interbrand. In this episode, Anne shares her five-step process to successful Brand Citizenship, and we discuss how businesses can use these steps to build a better customer experience.

Resources mentioned:

• Do Good (book), by Anne Bahr Thompson.
• Conversations with God (book), by Neale Walsch.
• The Trouble with Advertising (book), by John O’Toole.
• On Being (podcast)
• Radiolab (podcast)

Key takeaways (starts at 43:21):

1. Trust - Build trust with your customers and do what you say
2. Enrichment - Figure out how you will provide enrichment to customers
3. Responsibility - Be responsible with your own staff
4. Community - A great community brings everyone together around your brand
5. Contribution - Make people feel like they’re part of something bigger