Brands with a Conscience: How to Build a Successful and Responsible Brand

ISBN-13: 9780749475444 / Angielski / Miękka / 2016 / 240 str.

Nicholas Ind; Sandra Horlings

Opis

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.

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.

Recenzje

"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. A must-read for any student, manager, or entrepreneur trying to contribute in making a better world." Francisco Guzman, Associate Professor, University of North Texas and Co-Editor of the Journal of Product and Brand Management

Spis treści

• • Chapter - 01: Introduction, by Ava Hakim;
  • Chapter - 02: Case Study 1: Dilmah Tea, by Jack Yan;
  • Chapter - 03: Case Study 2: John Lewis Partnership, by Erika Uffindell & Simon Paterson;
  • Chapter - 04: Case Study 3: Dr. Hauschka by Brigitte Stepputtis;
  • Chapter - 05: Case Study 4: Merci by Philippe Mihailovich;
  • Chapter - 06: Case Study 5: Tony's Chocolonely by Sandra Horlings;
  • Chapter - 07: Case Study 6: Slow Food by Peter Brown;
  • Chapter - 08: Case Study 7: DNV GL by Nicholas Ind;
  • Chapter - 09: Case Study 8: Cosentino by Cristián Saracco;
  • Chapter - 10: Case Study 9: TATA Steel by Horo Sudhir;
  • Chapter - 11: Case Study 10: Placebranding by Nikolaj Stagis;
  • Chapter - 12: Case Study 11: Leadership by Enric Bernal;

O autorze

Nicholas Ind is an associate professor at Kristiania University College, Oslo and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. He is a former director of the Design Business Association (UK), a member of the advisory board of Corporate Reputation Review and of the editorial board of the Journal of Brand Management.

Nicholas Ind was a founder member of the Medinge Group, an international branding think tank. Nicholas is the author of eleven books including Beyond Branding, Living the Brand and Brand Together (all published by Kogan Page). He also co-edited Brands with a Conscience.

Sandra Horlings is a branding and marketing consultant specialising in sustainable business development in a circular economy. Before she founded Wonderwings in 2008, she was a member of the BBDO board in the Netherlands and responsible for Proximity in Amsterdam. Sandra is a guest lecturer and corporate trainer. She is a member of Medinge and a founder of Wereldmarketeers, a Dutch knowledge and inspiration platform for marketers and entrepreneurs on sustainable innovation, endorsed by NIMA, the Dutch Marketing Association.