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How Mission Driven Enterprises Succeed by Creating Stakeholder Value

3/27/2019

Corporate Challenge:  Improving brand awareness and increasing the value of an organization in society.

Ironbound Strategy:  Today more than ever business is about being a responsible member of society.  Powerful brands grow rapidly and attract loyal customers because they focus on holistically creating value across stakeholders: employees, customers, and society.

Ironbound Action:  In 1975 17-year-old high school senior, Peter Cancro Founder and CEO of Jersey Mike’s, borrowed $125,000 and purchased the local neighborhood sandwich shop.  His mission was simple, “Giving … making a difference in someone’s life”.  In 35 years, the single store location on the east coast has expanded to over 1000 locations with rapidly growing presence in southern California. On Wednesday March 27, 2019, Jersey Mike’s will donate 100% of sales to local charities – its 9thconsecutive Annual Day of Giving.  They expect to donate millions to over 200 local charities nationwide.  Creating value in society helps mission driven enterprises scale faster through increased positive brand awareness.

*National Health and Nutrition Examination Survey between 2013-2016 found, 1-in-3 US adults consumed fast food on a given day. Among those that reported eating fast food, men were more likely to have eaten fast food for lunch while women were more likely to have had fast food as a snack. On average fast food consumption was highest among youths and declined with age.

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Turning Bad Publicity into Value Creation

3/1/2019

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Image: Everclear

Corporate Challenge: Using value creation theory to come back from bad press.

Ironbound Strategy: Brands can always recover from bad press when they share how they create value for customers, employees, and society.

Ironbound Action: Missouri based Luxco produced a high alcohol product called Everclear which gained almost instant negative press for its potency. The brand suffered as a result. Luxco waited a few years, and then re-released Everclear with a new bottle designed for mixology enthusiasts. Luxco paid for press promotion sharing that Everclear is the “must have” product for creating new cocktails. They also re-vamped Everclear’s website to help customers make the most of the product. Bad press brings quick name recognition, and also an opportunity to skyrocket sales when the narrative changes towards creating more value for customers.

* Luxco revenues were estimated at $280M last FY.

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How Mission Driven Enterprises Succeed by Creating Stakeholder Value

Turning Bad Publicity into Value Creation

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