Synopses & Reviews
* A collective viewpoint on the future of branding from international brand managers, business writers and thinkers * Examines new ways to measure business value * International case studies and examples In response to the growing anti-globalization movement and the perception that brands are manipulative and demeaning, Beyond Branding argues that branding is neither inherently good nor evil. The contributors aim to show that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing. The essays explore responsibility in the context of brands: Why do some brands behave ethically and others not? Why do some brands engage their employees and others manipulate them? Based on the latest research and using international case studies, the contributors cover: 1. New ways to measure value, 2. The responsible use of power, 3. Leadership and how it can balance ethics, reality and vision, 4. Authenticity, 5. The role of NGOs, 6. Engaging consumers in ethical issues, 7. The business benefits of open branding.
Review
""This collection of articles by branding gurus argues that brands must adopt a wider social perspective if they are to stay relevant.""--Business Ethics
Synopsis
Recent business scandals and the growth of globalization have contributed to a distrust of brands. Brands need to adapt to a wider social perspective to remain relevant and accepted. The authors here write about how managers can rethink assumptions about their brands and their marketing to the benefit of employees, customers and investors.
Synopsis
In response to the growing 'anti-globalization' movement and the perception that brands are manipulative and demeaning, Beyond Branding argues that branding is neither inherently good nor evil. It shows that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing. True business value is created by open, transparent and honest relationships.
Beyond Branding explores responsibility in the context of brands: why do some brands behave ethically and others not? Why do some brands engage their employees and others manipulate them? Based on the latest research and using international case studies, this book covers new ways to measure value, the responsible use of power, leadership and how it can balance ethics, reality and vision, authenticity, *the role of NGOs, engaging consumers in ethical issues- and the overall business benefits of 'open' branding.
Synopsis
""This is an inspiring book, a plea for the new approach -- one that does not just put the heart back into brand planning, but puts the brand back at the heart of the organization... It is fresh thinking, which may help you think differently about brands."" --- Marketing
About the Author
Nicholas Ind is an established author, consultant and academic. He writes for business journals including Brand Management and Strategy and Business. He teaches at the Oslo School of Management and is a visiting professor at ESADE in Barcelona. He is also the author of Living the Brand (published by Kogan Page).