Brands with a Conscience (eBook, ePUB)

How to Build a Successful and Responsible Brand
Redaktion: Ind, Nicholas; Horlings, Sandra

• Format: ePub

Produktbeschreibung

The definitive expert guide to ethical brand practice from the prestigious Medinge Group, Brands with a Conscience dissects the philosophies underpinning sustainable brands to arrive at a set of eight clear guiding attributes which can be used as the foundation of 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 measures of success across economic, human, social and environmental factors. They are then used as the criteria to assess twelve carefully selected case studies, which include Dilmah Tea, H&M, Dr. Hauschka, Merci and the John Lewis Partnership, amongst other leading international brands. Because the potential to have bad practice unmasked or to have successes amplified online is greater than ever, it pays to adopt a strategy that builds customer loyalty and trust.

Brands with a Conscience inspires via examples of brands which 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 to bring together the main concepts in an easy-to-adopt framework for building a brand strategy based upon real world experience. If you are a brand manager or marketing professional seeking a conscientious approach to consumer engagement, then Brands with a Conscience will support you every step of the way.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 240
• Erscheinungstermin: 3. März 2016
• Englisch
• ISBN-13: 9780749475451
• Artikelnr.: 44862769

Autorenporträt

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 Club Guiseppe Cavallo, Author and marketer Thomas Gad, Founder, Medinge Ava Hakim, Executive, IBM Sudhir John Horo, Founding Direct and Principal Designer, IdeaWorks Design and Strategy Oriol Iglesias, Associate Professor of Marketing, ESADE Philippe Mihailovich, Brand strategist Simon Paterson, Founder, Paterson Associates Annette Rosencreutz, Co-founder, Brandflight Cristián Saracco, Founding partner, Allegro 234 Nikolaj Stagis, Founder, Stagis Brigitte Stepputtis, Head of Couture, Vivienne Westwood Erika Uffindell, Director, Global Centre for Conscious Leadership Jack Yan, Publisher, designer, and entrepreneur

Inhaltsangabe

• • 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;

Rezensionen

"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