Synopsis
A lot of people are talking about sustainability these days. Still more talk about brands. Yet few people truly understand either. Inspired by The Brand Gap and Simplicity, Dan Gray sets about answering the really big questions. What does it really mean to be sustainable? Why is that critical to long-term brand and business success? And what does it take to establish sustainability as a lasting and meaningful source of advantage? With its Six Laws for building sustainable brands, this book offers a quick and deceptively simple guide to why CSR is dead and design for sustainability is the next competitive advantage.
"Dan Gray may not be Dan Brown, but his 55-minute guide is a real page-turner."
John Elkington, Co-Founder, SustainAbility
"A very skillfully crafted think-piece. Dan Gray's argument that sustainability equals longevity is brilliantly thought-provoking."
Robert Jones, Head of New Thinking, Wolff Olins
"CSR is dead. Corporate Sustainability is finally here and it's asking a lot more of companies and their brands than CSR ever did. This book is just great."
Jonathon Porritt, Founder Director, Forum for the Future
"I really like this book. Not only is it full of good content, but its structure makes for a very inviting read."
Ray Anderson, Founder and Chairman, Interface Inc.
"Clear, concise and insightful. There isn't a marketer in Britain who wouldn't gain from giving an hour of their time to read and reflect on its contents."
Giles Gibbons, Founder and CEO, Good Business
"Sustainability may be the 'rocket science' of the new century, but as Dan Gray points out in this very readable book, it can also be stunningly simple and achievable."
Adam Werbach, Global CEO, Saatchi & Saatchi S
"A fiendishly handy primer on turning sustainability into a source of brand and competitive advantage. All you need to know to get the big idea in less than an hour."
Matt Gitsham, Director, Ashridge Centre for Business and Sustainability
"A great user manual for those coming to terms with the realization that old-fashioned corporate responsibility should be confined to the dustbin of history."
Tony Manwaring, Chief Executive, Tomorrow's Company
From the Publisher
Far too many business books start with the false premise that offering meaningful insight requires exhaustive detail. They demand a huge investment from readers to wade through all the information provided and draw out what is relevant to them. Co-created by Dan Gray and Kevin Keohane, the 55-Minute Guides are designed as the antidote to this approach. Instead of some 300-page pseudo-academic tome, they offer fresh perspectives and must-knows on important topics that can be read from cover to cover in the course of a single morning's commute or a short plane ride. They're guided by the simple principle that insight gained per minute spent reading should be as high as possible. No fluff. No filler. No Jargon. Just the things you really need to know, written in plain English with clear and simple illustrations.
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