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

Softcover

ISBN 10: 0749475447 ISBN 13: 9780749475444

Publisher: Kogan Page, 2016

Synopsis

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.

About this title

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
Cristián 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  

Review

"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)

"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)

Edition details

• Publisher: Kogan Page
• Publication date: 2016
• ISBN 10: 0749475447
• ISBN 13: 9780749475444
• Binding: Paperback
• Language: English
• Edition number: 1
• Number of pages: 240
• Editor: Ind Nicholas, Horlings Sandra