Welcome to Difficult Conversations with Dr. Anthony Orsini. On today’s episode, my special guest is Anne Bahr Thompson, a Trust Across America 2018 Top Thought Leader and a top ten 2020 Superbrands Branding Leader who has been using the brands as a motivating source force for change, relationship building, and profitable growth for more than 25 years. She is the author of the book, Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit. Her pioneering model of Brand Citizenship, which is a win, win, win solution mutually beneficial to people, society, and the bottom line. Anne is a former executive director of strategy and planning and the head of consulting at Interbrand and she’s the founder of Onesixtyfourth, a strategic and creative consultancy that helps integrate purpose and social responsibility into brands, business strategy, and corporate culture. She’s been interviewed on numerous podcasts, radio shows, and Fox Business, and has spoken to business schools, conferences internationally and the UN.
Anne tells us all about herself and her ground breaking book.. She defines Brand Citizenship and tells us what drove her to communications and her “5-Step Model” that balances purpose and profit. Dr. Orsini and Anne talk about the word “trust” and how trust begins with living up to your point of view. Anne discusses in depth each part of the “5-Step Model”: trust, enrichment, responsibility, community, and contribution. We learn why Apple is number one. She shares with us how citizenship is actually about ‘me and we’ and how Apple has been delivering it this way. Why is Anne not fond of the word authenticity, but prefers using the word sincere? Leadership is another one of Dr. Orsini’s favorite topics, and Anne tells us about how she overcomes the challenges when everyone is not on board with the conversations. As Anne said, “It’s being comfortable and confident to be the best version of yourself,” and that’s what a good Brand Citizen is about. Also, we hear advice from Anne on how to get people to “buy in.” We end with Anne telling us the most difficult conversation that she has on a regular basis and she shares some great advice.