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Closing the Gap: The Value of Corporate Citizenship

Posted by: Interbrand on November 21, 2013

Following the incredible conversations coming out of yesterday's Sustainable Marketing Conference Interbrand had the pleasure of hosting with Yale at the Yale Club in New York, our Corporate Citizenship practice leaders are taking a look at measuring the impact of brands' efforts in its latest version of Closing the Gap today. To find great dialog from the conference yesterday, track #SMCstories on Twitter and stay tuned for our upcoming blog post.

Is your brand measuring the impact of its Corporate Citizenship efforts? As the latest edition of Closing the Gap notes, "You can't manage what you don't measure."

With consumer expectations growing for serious efforts from the for-profit world to work with the non-profit world to address issues from deforestation to world hunger, that something must be done is clear. But how is the impact of that something to be measured to ensure a path to effectiveness for both the issues facing the world and the brands?

Measuring Social Impact

"By crafting a strong story around your organization’s impact and showcasing measurable results, you will fundamentally help stakeholders understand your brand’s mission, goals, distinctive qualities, and characteristics," say Erica Chan, Thomas Goerner and Dominik Prinz of Interbrand in What's Your Impact? How to successfully define, track and communicate the good your brand is doing. This discussion, featured in Closing the Gap, showcases key takeaways from interviews with leaders of foundations and Corporate Citizenship programs, revealing the most common challenges they face and effective solutions.

This issue of Closing the Gap curates content from Yale Center for Business and the Environment, video interviews with FEED's Lauren Bush Lauren on strategic corporate partnerships, brandchannel and TEDx, for example. These pieces explore cost efficiencies, customer loyalty, internal brand engagement and harnessing the power of brand to change the world.

To subscribe to Closing the Gap and to learn more about Corporate Citizenship at Interbrand, please contact Tom Zara, Global Practice Leader of Corporate Citizenship.

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