Beyond Branding: How The New Values Of Transparency And

Description:
The book 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 contemporary research and using international case studies, the contributors cover: 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 business benefits of 'open' branding.

Table of Contents:
A brand of enlightenment, Nicholas Ind; Whose brand is it anyway?, Denzil Meyers; Beyond brand narcissism, Alan Mitchell; Branding for good?, Simon Anholt and Sicco van Gelder; Brand sustainability: it's about life. or death, Tim Kitchin; Brand, dynamic valuation and transparent governance of living systems, Chris Macrae; Authenticity, John Moore; What's brand got to do with it?, John Caswell; Anthropology and the brand, Ian Ryder; Transparency, or not - Brand Inside:Brand Outside - the most obvious yet overlooked next source for the brand's authentic evolution, Julie Anixter; Leadership branding, Thomas Gad; The brand manifesto - why brands must act now or alienate the future's primary consumer group, Jack Yan.

Author Biography:
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, Great Advertising Campaigns, Branding Governance and The Corporate Brand. He has also written a biography of Terence Conran. Find out more at www.nicholasind.com; www.livingthebrand.org