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Corporate Power, Public Good: 'Brands On A Mission'

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Businesses build brands because they want customers to come back. The process of brand-building strengthens the image of a company and its products, but it doesn't have to be exclusively that.

Nike's recent "For once, Don't Do It" inverts the usual slogan and implores people not to pretend racism does not exist.

That's a very recent example, but there are many more in Myriam Sidibe's book Brands on a Mission: How to Achieve Social Impact and Business Growth Through Purpose. It point outs how businesses can devote some of their might to solving the problems of the world, as well as selling their products.

The author joins us from Kenya with an overview.

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The Jefferson Exchange is Jefferson Public Radio's daily talk show focused on news and interests across our region of Southern Oregon and Northern California. John Baxter is the senior producer, Angela Decker is the producer and Geoffrey Riley hosts the show.