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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.”
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A "call to arms" for business, 21 Jan 2004
By A Customer - Published on Amazon.com
This review is from: Beyond Branding: How the New Values of Transparency and Integrity are Changing the World of Brands (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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