Brands With a Conscience
How to Build a Successful and Responsible Brand
by Nicholas Ind and Sandra Horlings
This title was previously available on NetGalley and is now archived.
Buy on Amazon
Buy on BN.com
Buy on Bookshop.org
*This page contains affiliate links, so we may earn a small commission when you make a purchase through links on our site at no additional cost to you.
Send NetGalley books directly to your Kindle or Kindle app
1
To read on a Kindle or Kindle app, please add kindle@netgalley.com as an approved email address to receive files in your Amazon account. Click here for step-by-step instructions.
2
Also find your Kindle email address within your Amazon account, and enter it here.
Pub Date Mar 28 2016 | Archive Date May 26 2016
Description
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.
Advance Praise
"A must-read for any student, manager or entrepreneur trying to contribute to making a better world." --Francisco Guzman, Co-Editor, Journal of Product and Brand Management
"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
"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
"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
Available Editions
| EDITION | Ebook |
| ISBN | 9780749475451 |
| PRICE | $29.95 (USD) |
