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Editors Nicholas Ind and Sandra Horlings, along with chapter contributors provide a set of foundational attributes to help guide a strategy for responsible growth.� These attributes span the public persona of an organization, the actions to take when things go wrong, the effort invested in developing relationships, the promotion of core values, and balancing success across various categories.� They are then used to assess carefully selected case studies, which include H&M, TED, Wholefoods, and Kiva.� Brands With a Conscience inspires via examples of companies that not only exhibit a genuine desire to operate ethically, but also have seen impressive success in terms of engagement with consumers, reputation, and return on investment.� The book includes a range of practical tools that bring these concepts together to guide managers in building a brand strategy based on real world experience.
- Sales Rank: #2524593 in Books
- Published on: 2016-03-28
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .47" w x 6.00" l, .0 pounds
- Binding: Paperback
- 240 pages
Review
"Brands with a Conscience presents a timely and necessary reflection on how brands should focus to remain competitive and relevant in today's marketplace. The cases and concluding framework showcase what have become the imperative foundations for building brands in a participative market where consumers, more than ever, have control over the identity of a brand. Must read for any student, manager, or entrepreneur trying to contribute in making a better world."
(Francisco Guzman Co-Editor, Journal of Product and Brand Management)
"I like that Brands With a Conscience build sustainable thinking and doing into their way of being. As a more than 300 hundred years old family business, Berry Bros. & Rudd share this ethos. To be successful over the long term, we know the importance of having a vision of the future, balancing a humanistic approach with commercial realities of running a business, and, critically, being able to know when to change and when to stay the same."
(Geordie Willis, Creative Director Berry Bros. & Rudd)
"In an age of understandable scepticism about brands, it is refreshing to see a more rounded view of branding being taken by Sandra Horlings and Nicholas Ind. Being a brand with a conscience isn't another gimmick but should be a way of life for a brand; a recognition that brands can improve our lives. This interesting and varied collection of case studies highlights how deep seated values should be at the core of 21st Century brand management."
(Professor Stuart Roper Bradford University School of Management)
About the Author
Nicholas Ind is�an Associate Professor at Oslo School of Management.��He is the author of eleven books, including Living the Brand, Beyond Branding, and Brand�Together�(Kogan Page) and the founding member of the Medinge�Group, an international branding think tank.�Sandra Horlings is a branding and marketing consultant and specializes in sustainable business development in circular economies.� She is a guest lecturer and corporate trainer, and she is the founder of both her own company, Wonderwings, and Wereldmarketeers (World Marketers), a platform for marketers and entrepreneurs to find information and inspiration on the sustainable innovation of marketing.�Contributor Bios:Malcom Allan,�Co-founder, Placebrands
Enric Bernal, Senior faculty member,�Center for Creative Leadership (CCL)Peter�Brown, Head of Strategy and Development, Eat ClubGuiseppe Cavallo, Author and marketer
Thomas Gad, Founder,�MedingeAva Hakim, Executive, IBMSudhir John�Horo, Founding Direct and Principal Designer, IdeaWorks Design and�StrategyOriol Iglesias, Associate Professor of Marketing, ESADE
Philippe Mihailovich, Brand strategistSimon Paterson, Founder, Paterson AssociatesAnnette Rosencreutz, Co-founder, Brandflight
Cristi�n Saracco, Founding partner, Allegro 234
Nikolaj Stagis, Founder, StagisBrigitte Stepputtis, Head of Couture, Vivienne WestwoodErika Uffindell, Director, Global Centre for Conscious Leadership
Jack Yan, Publisher, designer, and entrepreneur��
Most helpful customer reviews
0 of 0 people found the following review helpful.
Great
By Autamme_dot_com
Can a brand be a responsible brand? Surely a brand would not be knowingly irresponsible? The authors of this book and chapter contributors seek to show how a brand can have a conscience, being both successful and responsible at the same time.
It is not as far-fetched or impossible as it may first seem, since the public persona of an organization or brand is increasingly critical, especially in the age of social media where a sleight or mistake (whether justified or not) can be amplified beyond all recognition at lightning-speed and the Internet’s memory can be long and not necessarily forgiving. The reader is taken through the entire range of activities from developing the brand’s being to what to do when things start to go a little pear-shaped! Backed up by great theoretical advice, practical experience and a range of case studies, the reader can clearly understand the situation and formulate their own plans and strategies. The implementation might be the hardest part, but “no gain without pain” is an understood motto.
The book is relatively concise, yet it does not feel as if any shortcuts have been taken and you are definitely going to get your money’s worth. This is not a read-once sort of book and it may be a frequently consulted companion. There should be no shame in checking back on a key point or strategic action point.
The book notes rather well: “No matter what industry or size, whether you are an entrepreneur or a global corporation, the principles of conscientious branding apply. No effort is too small. Let the stories in this book be your inspiration and motivation. The time has come – business must change. The world demands it. Technology can enable it. But only your actions can make it happen. What will you do? The longest journey that people must take is the 18 inches between their heads and their hearts – then the most important step any organization or individual for that matter can take is the first step of that journey.”
Are you ready for that journey? Maybe after reading the book you will realise that there is a journey to be taken and you’d be a fool to not be joining in on the ride.
There is a wealth of additional, interesting background information that just pours out of the book. It delivers more than just what the core subject promises. The publisher has done an excellent job in corralling all of this information together, aided by a skilful editing process, so it is not an onerous book. Blink and you may miss something – you will pick out additional points with each reading. If you view the book as a series of fast-paced, compact executive briefings or snapshots built around a broad theme that are easy to pick up and run with you won’t be disappointed by its delivery. Information provided is informative and assistive, rather than hectoring and being reactive. You do not notice you are reading a fairly hefty textbook in other words.
This is a highly recommended book. You don’t necessarily need to have a brand under your supervision to benefit from it. It may help, yet you still will get a lot of useful information regardless.
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