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This article discusses how well-executed social initiatives can strengthen a brand by promoting growth, customer loyalty, and employee engagement. It emphasizes the importance of establishing branded signature programs that resonate with societal challenges, have a strong social program brand, create sizzle, and are scalable. The article provides examples of successful social programs, including Barclays, Dove, Hellmann's, and Thrivent, and highlights the positive impact these initiatives had on their respective brands. It concludes by acknowledging the challenges of creating and integrating signature programs but emphasizes the potential benefits for building a stronger brand and growing as a business. [Extracted from the article]

A signature social program, either internal or in partnership with a nonprofit, with a strong brand that reflects the program's societal goal, credible approach, true impact and inspiration that surrounds it is the central construct. Signature social programs can be internal branded programs such as Chick-fil-A's Shared Table program, which has turned leftover food into 10 million meals for those in need. The book The Future of Purpose-Driven Branding provides four strategies that differ substantially from those widely used because the focal point is the power of branding to enable programs to impact, nurture, and advance a business brand. [Extracted from the article]