Brand Valued: How socially valued brands hold the key to a sustainable future and business success

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9781119976677: Brand Valued: How socially valued brands hold the key to a sustainable future and business success
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New techniques to refresh and recharge your brands

How do you establish and maintain a strong long-termrelationship between your brand and your consumers? Successfulbrand managers know that it is all about trust and keeping theconsumers engaged.

The success of recent "green" campaigns as a means of connectingwith, satisfying, and attracting new consumers is just the tip ofthe iceberg. As the international playing field continues to beleveled, in order to sustain and expand their success, brand ownersmust interact with their customers more than ever before, forgingnew and stronger links, and increasing their stock of socialcapital.

At last, there is a book that addresses the growing significanceof social capital in the business world. Brand Valuedexplores how as the strength, depth, and quality of interactionsbetween a brand and its customers improve, increased opportunitiesto demonstrate trustworthiness arise. This in turn creates aself-fulfilling cycle, wherein trust begets social capital, whichbegets more trust—and even shared thinking—not tomention better sales.

Brand Valued will receive the full support of Havas, thefifth largest global communication and marketing services group inthe world.

In easy to understand terms, and using concrete examples,Brand Valued provides:

  • The tools necessary to stimulate dialogue—and new ways ofthinking—between a brand and its intended audience
  • Methods for extending brand messaging to wider audiences
  • Ideas on how to make brands the engines of social capital,getting rid of unsustainable practices to foster more sustainablepatterns of consumer behaviour
  • Suggestions for the development of a new brand strategy thatreduces costs through innovative and lasting solutions toproblems
  • Unpublished data on the role of consumer trust in new productsbased on research carried out by the Havas Group across over 150brands in nine different markets
  • A wiki component to the book in an accompanying website.

Designed to forge stronger channels of dialogue andcommunication with customers and consumers, the book is a must-readfor anyone committed to keeping their brand relevant in thetwenty-first century.

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From the Inside Flap:

Part historical review of the birth, role and near-death of brands;and part prescriptive guide for the potential re-birth of brands inthe 21st century, Brand Valued creates a unique perspectivefrom which to see how our branded world got to how it is today, andhow it could get us to something eminently glorious tomorrow.

Drawing on proprietary data on more than 100 brands gatheredfrom talking with more than 25,000 consumers worldwide, BrandValued reflects on consumer behaviour trends, presents the nextgeneration of brand management strategy frameworks and offers aglimpse into how brands have in front of them a once-in -a-lifetime opportunity to become engines of social and corporatevalue. To become brands that rather than hedge against thelong-term health of society, actually invest with society. Tobecome Social Equity Brands.

In this emerging Era of Social Capital Rising, whatever businessyou're in, to build a brand that delivers long-term value to yourbusiness, requires you to build a brand that is enduringly valuedby all. Measuring brand value is not enough - instead you have toask, ‘Is ours a brand that is valued?'

"I would recommend any brand owner to take note of the BrandValued concept and make the thinking an integral part of theirstrategy."
Peter Paul van de Wijs. Managing Director, Business Role FocusArea, World Business Council for Sustainable Development.

"Brand valued? The answer to this singularly profound questionwill determine not only the future of brands and the brands of thefuture, but it will also define the social capital - the lifebloodof brands - in which they trade. Brand Valued engaginglyarms us with the arguments and tools to answer thisquestion."
Ron Vandenberg. Co-Founder, FutureBrand & Merchant

"The economy of the future will be one in which the successful,valued, brands, products and services focus on maximising outputsof wellbeing per unit of planet input. In Brand Valued Guyand Fernando give us a valuable insight into this new world."
Jules Peck. Author www.citizenrenaissance.com, nef Trustee andcreator of the ‘Flourish' wellbeing innovationprocess.

From the Back Cover:

Can brands really be an enduring force for good, creatingcompelling reasons for us all to change our behaviour to becomemore sustainable? And can brands really rediscover their pivotalrole for business success, in this age of hyper-connectedconsumers?

In Brand Valued, we argue the answer to both of thesequestions is an emphatic yes, and that these two seeminglyintractable issues are in fact facets of the same underlyingissue.

That issue is a collapse in our collective social capital: therichness of dialogue, the diversity of thought and the durabilityof trust that swirls around us, in our families, communities andeven across continents. This gradual but undeniable collapserepresents a period we call the Era of Social Capital Waning. Butit's coming to an end. Rapidly.

In this emerging Era of Social Capital Rising, we believe thatwhen everyone talks about more sustainable lifestyles, we shouldstart by focusing on lives enriched by higher and more balancedsocial capital.

But are brands ready for this new era? Are brands ready to leadus, and their corporate guardians, to a far better tomorrow?

"Finally a practical and actionable guide on how to make senseof sustainability for brands. Brand Valued defines a newcurrency for brands that is urgently needed in today's sociallynetworked world."
Matthias Kurwig. Co-Founder and CEO, Green Decisions. FormerlyCOO Worldwide, Neo@Ogilvy

"Brand Valued is an inspired and timely gift to businessleaders concerned with building enduring trust in their companies.Guy Champniss and Fernando Rodés Vila powerfully demonstratehow social capital presents a remarkable opportunity to buildcorporate brand value in ways that accelerate the transition tosustainability."
Chris Coulter, SVP, GlobeScan.

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Book Description John Wiley Sons Inc, United States, 2011. Hardback. Condition: New. 1. Auflage. Language: English . Brand New Book. New techniques to refresh and recharge your brands How do you establish and maintain a strong long-term relationship between your brand and your consumers? Successful brand managers know that it is all about trust and keeping the consumers engaged. The success of recent green campaigns as a means of connecting with, satisfying, and attracting new consumers is just the tip of the iceberg. As the international playing field continues to be leveled, in order to sustain and expand their success, brand owners must interact with their customers more than ever before, forging new and stronger links, and increasing their stock of social capital. At last, there is a book that addresses the growing significance of social capital in the business world. Brand Valued explores how as the strength, depth, and quality of interactions between a brand and its customers improve, increased opportunities to demonstrate trustworthiness arise. This in turn creates a self-fulfilling cycle, wherein trust begets social capital, which begets more trust and even shared thinking not to mention better sales. Brand Valued will receive the full support of Havas, the fifth largest global communication and marketing services group in the world. In easy to understand terms, and using concrete examples, Brand Valued provides: * The tools necessary to stimulate dialogue and new ways of thinking between a brand and its intended audience * Methods for extending brand messaging to wider audiences * Ideas on how to make brands the engines of social capital, getting rid of unsustainable practices to foster more sustainable patterns of consumer behaviour * Suggestions for the development of a new brand strategy that reduces costs through innovative and lasting solutions to problems * Unpublished data on the role of consumer trust in new products based on research carried out by the Havas Group across over 150 brands in nine different markets * A wiki component to the book in an accompanying website. Designed to forge stronger channels of dialogue and communication with customers and consumers, the book is a must-read for anyone committed to keeping their brand relevant in the twenty-first century. Seller Inventory # AAH9781119976677

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