More and more, organizations are judged not just for the quality and price of their products but for who they are. A critical mass of customers now expect a business to a force for good. The Next Evolution of Branding introduces a fundamentally different approach to branding - Whole Systems Branding from the Core® - that brings together the best practices of change management, marketing communications, and branding to provide an actionable process for aligning the purpose, performance, and perception of organizations. Readers are provided with a workable framework they can use to transform their organizations into brands that matter - organizations that are redefining workplaces, reimagining customer experiences, and creating innovative products and services that are building healthier, more sustainable communities - in turn, creating a better world for us all. Ultimately, these organizations prosper because people value and trust them. The book also offers insights and case studies from leaders of thriving values-based businesses who share their secrets to success and how they keep up their momentum. The ultimate value of this book is the insight and instruction it provides into how to build an organization's reputation that ensures long-term prosperity.