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"A worthy reminder that there may be another way to build value with truer, more authentic, trustworthy brands that also do good." The Journal of Brand Management '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
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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First Sentence
The Age of Enlightenment was a period of unprecedented growth in terms of freedom, knowledge, toleration and commerce. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
The Age of Enlightenment was a period of unprecedented growth in terms of freedom, knowledge, toleration and commerce. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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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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