Brands with a Conscience: How to Build a Successful and Responsible Brand
- 4h 27m
- Nicholas Ind (eds), Sandra Horlings
- Kogan Page
- 2016
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 the Editors
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.
In this Book
-
Changing the Relevancy of Business and the Role of Brand Leaders Forever
-
Business Is a Matter of Human Service
-
Partnership for All
-
Healthy Business
-
Merci: Destination Store
-
Crazy about Chocolate, Serious about People
-
The Case for Eco-Gastronomy: Why We Should All Have Access to Food That Is Good, Clean and Fair
-
Back to the Future: Sustainability at Dnv GL
-
Conversations Carved in Stone
-
Building a Caring Organization
-
Branding the Place and Growing the Good Life
-
Exploiting Leadership to Better the World
-
How to Be a Brand with a Conscience
