Brands with a Conscience: How to Build a Successful and Responsible Brand

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.

Author: Nicholas Ind
Publisher: Kogan Page
Published: 03/29/2016
Pages: 240
Binding Type: Paperback
Weight: 0.75lbs
Size: 9.21h x 6.14w x 0.51d
ISBN: 9780749475444


Review Citation(s):
Choice 09/01/2016

About the Author
Nicholas Ind is an Associate Professor at Oslo School of Management. He is the author of eleven books, including Living the Brand, Beyond Branding, and Brand Together (Kogan Page) and the founding member of the Medinge Group, an international branding think tank. Sandra Horlings is a branding and marketing consultant and specializes in sustainable business development in circular economies. She is a guest lecturer and corporate trainer, and she is the founder of both her own company, Wonderwings, and Wereldmarketeers (World Marketers), a platform for marketers and entrepreneurs to find information and inspiration on the sustainable innovation of marketing. Contributor Bios: Malcom Allan, Co-founder, Placebrands
Enric Bernal, Senior faculty member, Center for Creative Leadership (CCL)Peter Brown, Head of Strategy and Development, Eat ClubGuiseppe Cavallo, Author and marketer
Thomas Gad, Founder, MedingeAva Hakim, Executive, IBMSudhir John Horo, Founding Direct and Principal Designer, IdeaWorks Design and StrategyOriol Iglesias, Associate Professor of Marketing, ESADE
Philippe Mihailovich, Brand strategistSimon Paterson, Founder, Paterson AssociatesAnnette Rosencreutz, Co-founder, Brandflight
Cristián Saracco, Founding partner, Allegro 234
Nikolaj Stagis, Founder, StagisBrigitte Stepputtis, Head of Couture, Vivienne WestwoodErika Uffindell, Director, Global Centre for Conscious Leadership
Jack Yan, Publisher, designer, and entrepreneur