Beyond Branding How the New Values of Transparency And Integrity Are Changing the World of Brands

Beyond Branding How the New Values of Transparency and Integrity are Changing the World of Brands Edited by: Nicholas Ind Rear Cover: "This is an inspiring book... puts the brand back at the heart of the organization." Marketing "Beyond Branding is written by a network of contributors... who believe that brands must adapt to a wider social perspective to remain relevant." Brand Strategy "More positive and constructive than [Naomi] Klein; deeper and with a wider management and business context than [Jean-Marie] Dru." Tijdschrift voor Marketing "Readers will never see branding in the same way again." University Press Book Review, USA 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, but that marketing must move "beyond branding" if it is to survive. The contributors to Beyond Branding believe that when businesses account for 51 of the largest 100 economic entities in the world, brands not only should adopt a wider social perspective, they must do so if they are to have continued relevance. Based on the latest research and using international case studies, the contributors cover new ways to measure value, the responsible use of power, leadership and ethics, reality and vision, authenticity, the role of NGOs, engaging consumers in ethical issues and the business benefits of "open" branding. With chapters by international brand consultants, writers and thinkers, Beyond Branding widens the narrow worldview of brands. The contributors argue that true business value can only be created by striving for openness, transparency, sustainability and honesty. Nicholas Ind is a writer and brand consultant based in Scandinavia. He is the author of a number of business books including The Corporate Image and Living the Brand (both published by Kogan Page). www.nicholasind.comInd, Nicholas is the author of 'Beyond Branding How the New Values of Transparency And Integrity Are Changing the World of Brands' with ISBN 9780749443993 and ISBN 0749443995.