Book

Beyond Branding: How the New values of Transparency and Integration are Changing the World of Brands

This book outlines how the brand should, and can, be put back at the heart of an organization. Brands which work as social, cultural, and economic tools. If you believe, as I do, that brands can be a positive influence in society then read this.

Synopsis:
‘Beyond Branding widens the narrow worldview of brands: one which is short-termist, shareholder focused, narcissistic and communications led.’ – Commerce & Industry

‘Beyond Branding is written by a network of contributors… who believe that brands must adapt to a wider social perspective to remain relevant. Each chapter is written by a different marketing expert and is weighted towards academic thought and research.’ – Brand Strategy

In response to the growing ‘anti-globalisation’ movement and the perception that brands are manipulative and demeaning, Beyond Branding argues that branding is neither inherently good nor evil. It shows that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing. True business value is created by open, transparent and honest relationships.

Beyond Branding 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 the latest 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, *the business benefits of ‘open’ branding.

Reference:
Ind, N. (ed.) (2003) Beyond Branding: How the New values of Transparency and Integration are Changing the World of Brands, London: Kogan Page.

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