- Hardcover: 254 pages
- Publisher: Kogan Page (10 Oct 2003)
- Language English
- ISBN-10: 0749441151
- ISBN-13: 978-0749441159
- Product Dimensions: 23.9 x 15.4 x 2.4 cm
- Amazon Bestsellers Rank: 1,258,083 in Books (See Top 100 in Books)
- See Complete Table of Contents
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"This collection of articles by branding gurus argues that brands must adopt a wider social perspective if they are to stay relevant."--Business Ethics
Tijdschrift voor Marketing
“More positive and constructive than [Naomi] Klein; deeper and with a wider management and business context than [Jean-Marie] Dru.”
--This text refers to the
Paperback
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2 of 4 people found the following review helpful
A "call to arms" for business
21 Jan 2004
Format:Hardcover
In recent years, much has been made about the faults of the branding business. Most has spawned from a misunderstanding of the discipline or the misuse of the term. The authors, all of whom are long-time experts in the field and members of the Medinge branding think-tank, realize this; and rather than addressing the definition of the term (that is better done in a more rudimentary text), they have taken a higher ground by showing the possibilities of branding for the good of humanity.
In effect, Beyond Branding brings together knowledge of the world's leading branding authorities - and their most pressing issues - in one volume.
It is a "call to arms" for branding and business in general: the authors argue that the changes can take place immediately in any organization, beginning with the individual. To help their mission, there is a web site at www.beyond-branding.com, which features a regularly updated blog, which serves as both an appendix to the book and a way to interact with readers to effect their changes.
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