Brands with a Conscience - by Nicholas Ind & Sandra Horlings (Paperback)
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<p/><br></br><p><b> About the Book </b></p></br></br>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.<p/><br></br><p><b> Book Synopsis </b></p></br></br>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.<p/><br></br><p><b> Review Quotes </b></p></br></br><br><i>Brands with a Conscience</i> 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.-- "Francisco Guzman, Associate Professor, University of North Texas and Co-Editor of the Journal of Product and Brand Management"<br><br>I like that <i>Brands With a Conscience </i>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 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"<br><br>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"<br><p/><br></br><p><b> About the Author </b></p></br></br><p><b>Nicholas</b> <b>Ind </b>is an associate professor at Oslo School of Management and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. He is former director of the Design Business Association (UK), a member of the advisory board of Corporate Reputation Review and the editorial board of the Journal of Brand Management. He was a founder member of the Medinge Group, an international branding think tank. Nicholas is the author of eleven books including <b>Beyond Branding, Living the Brand </b>and <b>Brand Together</b><b>, </b>all published by Kogan Page. <p/><b>Sandra Horlings </b>is a branding and marketing consultant specializing in sustainable business development in a circular economy. Before she founded Wonderwings in 2008, she was a member of the BBDO board in the Netherlands and responsible for Proximity in Amsterdam. Sandra is a guest lecturer and corporate trainer. She is a member of Medinge and a founder of Wereldmarketeers, a Dutch knowledge and inspiration platform for marketers and entrepreneurs on sustainable innovation, endorsed by NIMA, the Dutch Marketing Association.</p>
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