Christian Conrad, Marjorie Ellis Thompson

The New Brand Spirit (eBook, PDF)

How Communicating Sustainability Builds Brands, Reputations and Profits

• Format: PDF

Produktbeschreibung

The core idea of The New Brand Spirit is to let stakeholders do the talking. Conrad and Thompson have interviewed close to 100 leading practitioners from eight different stakeholder perspectives, including NGOs, shareholders and supply chain. It provides an overview of the state-of-the art of CSR and sustainability communications from the frontlines of business, government and civil society. What makes the book unique and extremely useful is that it combines this helicopter view with 19 comprehensive and insightful case studies. It is both inspirational and extremely practical.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 350
• Erscheinungstermin: 3. März 2016
• Englisch
• ISBN-13: 9781317023050
• Artikelnr.: 44864215

Autorenporträt

Christian Conrad is Managing Partner of Sustainability Consultancy brands & values, which he co-founded in 2004 and supports clients in developing sustainability strategies, implementing them into the business and communicating them to stakeholders. In a consumer marketing career of more than 10 years, he worked for blue chip brands such as Kellogg¿s, where he was Marketing Director, and Unilever. He holds a degree in economics from the University of Mannheim, Germany. Marjorie E. Thompson is Managing director of C-3i, a communications consultancy she founded in 2002.. She has previously worked for some of Britain¿s most famous brands including Saatchi and Saatchi, the Commission for Racial Equality, The Royal College of Nursing and The Campaign for Nuclear Disarmament. With Hamish Pringle she is the author of Brand Spirit, a bestselling Amazon Business Book of the Year.

Inhaltsangabe

I: The Interviews; 1: Communicating Sustainability EUR" the Civil Society Perspective; 2: Communicating Sustainability EUR" the Public Sector Perspective; 3: Communicating Sustainability EUR" the Supplier Perspective; 4: Communicating Sustainability EUR" the Employee Perspective; 5: Communicating Sustainability to Customers and Consumers; 6: Sustainable Consumption and the Social Responsibility of Marketers and Advertisers; 7: Communicating Sustainability EUR" the Shareholder Perspective; 8: Communicating Sustainability EUR" the Media Perspective; 9: Communicating Sustainability EUR" the Academic and Expert Perspective; II: The Cases; 10: The Civil Society Perspective EUR" Best Practice Cases; 11: The Public Sector Perspective EUR" Best Practice Cases; 12: The Supplier Perspective EUR" Best Practice Cases; 13: The Employee Perspective EUR" Best Practice Cases; 14: The Customer Perspective EUR" Best Practice Cases; 15: Sustainable Consumption and the Social Responsibility of Marketers and Advertisers EUR" Best Practice Cases; 16: The Shareholder Perspective EUR" Best Practice Case; 17: The Media Perspective EUR" Best Practice Case; 18: The Academic and Expert Perspective EUR" Best Practice Cases; 19: Best Practice EUR" Two Benchmark Cases for Communicating Corporate Sustainability; III: Summary and Outlook

Rezensionen

'There isn't a business person on the planet that isn't concerned about sustainability practices across the stakeholder spectrum. Conrad and Thompson offer not only big strategic insights here but they have also curated the most comprehensive set of case stories I know of. This is important work and will be referenced time and time and time again.' Jonathan Mildenhall, VP Global Advertising Strategy & Creative Excellence, Coca-Cola 'The stream of global communications is ever flowing. A current of social responsibility cuts through it, while an undertow of misunderstanding preys on our perceptions. Marjorie EllisThompson and Christian Conrad help pilot us through with clear thinking and inspiring case histories of successful corporate responsibility.' Tim Love, Vice Chairman Omnicom Group and CEO Omnicom Asia Pacific India Middle East Africa 'Marjorie EllisThompson pioneered Corporate Social Responsibility twenty years ago when she established a specialist unit within Saatchi & Saatchi. At that time Marketing Directors shied away, disbelieving they could find mutual benefit between their brands and not-for-profit causes. Well those same Marketing Directors can now read the error of their ways in this definitive compendium of success stories. Choose to ignore Conrad and Thompson at your peril.' Marcus Brown, Executive Vice President, Young & Rubicam, EMEA 'The role of business is to make the world a better place. The New Brand Spirit is an indispensable companion on this often complex and challenging journey. It's everything you expect from Marjorie Ellis Thompson and Christian Conrad: direct, candid, inspirational, uncompromising, wise, and crystal clear about what to do.' Kevin Roberts, CEO Worldwide, Saatchi & Saatchi 'With the most fundamental debate globally being around responsible capitalism and resource constrained growth this book arrives at an important time. The development of new sustainable business models is integrating corporat