Ideals: The new engine of business growth

Stengel, former global marketing officer for P&G, has identified 50 brands that rate highly for consumer bonding and value creation and in this paper argues that their key commonality is that they are ideal-driven.

Ideals: The new engine of business growth

Benoit Garbe and Jim Stengel

"Doing well by doing good" – is that really attainable?

We have always thought so, but now we have proof. The most successful brands and businesses in the world are built around something other than just making profit. They are built around ideals.

The evidence is in Jim Stengel's new book, Grow: How Ideals Power Growth and Profit at the World's Greatest Companies. With the help of Millward Brown Optimor, Jim identified the 50 brands that ranked highest on both consumer bonding and value creation over...

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