Brands With A Conscience (how To Build A Successful And Responsible Brand)

Edited by Ind Nicholas; Edited by Horlings Sandra
Short description/annotation
Create and sustain a culture that meets the needs of both internal and external stakeholders, inspired by this illustrious collection of international case studies from multiple brands.
Description
The definitive expert guide to ethical brand practice from the prestigious Medinge Group, Brands with a Conscience dissects the philosophies underpinning sustainable brands to arrive at a set of eight clear guiding attributes which can be used as the foundation of 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 measures of success across economic, human, social and environmental factors. They are then used as the criteria to assess twelve carefully selected case studies, which include Dilmah Tea, H&M, Dr. Hauschka, Merci and the John Lewis Partnership, amongst other leading international brands. Because the potential to have bad practice unmasked or to have successes amplified online is greater than ever, it pays to adopt a strategy that builds customer loyalty and trust. Brands with a Conscience inspires via examples of brands which 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 to bring together the main concepts in an easy-to-adopt framework for building a brand strategy based upon real world experience. If you are a brand manager or marketing professional seeking a conscientious approach to consumer engagement, then Brands with a Conscience will support you every step of the way.
Table of contents

• • Chapter - 01: Introduction, by Ava Hakim;
  • Chapter - 02: Case Study 1: Dilmah Tea, by Jack Yan;
  • Chapter - 03: Case Study 2: John Lewis Partnership, by Erika Uffindell & Simon Paterson;
  • Chapter - 04: Case Study 3: Dr. Hauschka by Brigitte Stepputtis;
  • Chapter - 05: Case Study 4: Merci by Philippe Mihailovich;
  • Chapter - 06: Case Study 5: Tony''s Chocolonely by Sandra Horlings;
  • Chapter - 07: Case Study 6: Slow Food by Peter Brown;
  • Chapter - 08: Case Study 7: DNV GL by Nicholas Ind;
  • Chapter - 09: Case Study 8: Cosentino by Cristián Saracco;
  • Chapter - 10: Case Study 9: TATA Steel by Horo Sudhir;
  • Chapter - 11: Case Study 10: Placebranding by Nikolaj Stagis;
  • Chapter - 12: Case Study 11: Leadership by Enric Bernal;

Review quote
"Brands with a Conscience presents a timely and necessary reflection on how brands should focus to remain competitive and relevant in today''s marketplace. The cases and concluding framework showcase what have become the imperative foundations for building brands in a participative market where consumers, more than ever, have control over the identity of a brand. A must-read for any student, manager, or entrepreneur trying to contribute in making a better world."
Review quote
"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."
Review quote
"I like that Brands With a Conscience builds 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 success