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Book Club Discussion – Activate Brand Purpose [Video]

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Sex, money and politics aren’t fit topics for polite company.

At least that’s what many of us have been taught.

And yet, there IS a place for activism in business.

We discuss examples from the book, and from the aviation industry.

REI Opt-Outside campaign. The sporting goods store defies retail convention by keeping stores (and online stores) closed on Thanksgiving Day and Black Friday. The intention is to give their employees time off for family and outdoor recreational pursuits.

American Express Small Business Saturday campaign. The credit card encourages customers to “shop small,” and even petitioned Congress to establish “Small Business Saturday” as a holiday.

Aviation examples –

The Greenville Downtown Airport defies the usual expectations of airports by passionately cultivating community. They built a park and museum and advocate community events like a 5-K, senior breakfasts, and educational campaigns for the local school district involving field trips to the airport.

The Foundation for Business Aircraft Records Excellence

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