Beyond Branding: How the New Values of Transparency and Integrity are Changing the World of Brands [Paperback]

"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

“More positive and constructive than [Naomi] Klein; deeper and with a wider management and business context than [Jean-Marie] Dru.”

“Readers will never see branding in the same way again.”

"Beyond Branding is written by a network of contributors...who believe that brands must adapt to a wider social perspective to remain relevant."

Beyond Branding shows that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing.

'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.

Rear Cover:
"This is an inspiring book... puts the brand back at the heart of the organization."
Marketing

"Beyond Branding is written by a network of contributors… who believe that
brands must adapt to a wider social perspective to remain relevant."
Brand Strategy

"More positive and constructive than [Naomi] Klein; deeper and with a
wider management and business context than [Jean-Marie] Dru."
Tijdschrift voor Marketing

"Readers will never see branding in the same way again."
University Press Book Review, USA

In response to the growing anti-globalization movement and the perception that
brands are manipulative and demeaning, Beyond Branding argues that branding is neither inherently good nor evil, but that marketing must move "beyond branding" if
it is to survive.

The contributors to Beyond Branding believe that when businesses account for 51 of the largest 100 economic entities in the world, brands not only should adopt a wider social perspective, they must do so if they are to have continued relevance. 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 ethics, reality and vision, authenticity, the role of NGOs, engaging consumers in ethical issues and the business benefits of "open" branding.

With chapters by international brand consultants, writers and thinkers, Beyond Branding widens the narrow worldview of brands. The contributors argue that true business value can only be created by striving for openness, transparency, sustainability and honesty.

Nicholas Ind is a writer and brand consultant based in Scandinavia. He is the author of a number of business books including The Corporate Image and Living the Brand (both published by Kogan Page).

Nicholas Ind is a corporate branding and communication consultant. He is the author of a number of business books including: Living the Brand, The Corporate Image and Great Advertising Campaigns. He has also written a biography of Terence Conran.

Chapter 1: A brand of enlightenment

Nicholas Ind

Chapter 2: Whose brand is it anyway?

Denzil Meyers

Chapter 3: Beyond brand narcissism

Alan Mitchell

Chapter 4: Branding for good?

Simon Anholt and Sicco van Gelder

Chapter 5: Brand sustainability: it's about life... or death

Tim Kitchin

Chapter 6: Brand, dynamic valuation and transparent governance of living systems

Chris Macrae

Chapter 7: Authenticity

John Moore

Chapter 8: What's brand got to do with it?

John Caswell

Chapter 9: Anthropology and the brand

Ian Ryder

Chapter 10: Transparency, or not: Brand Inside:Brand Outside™ - the most obvious yet overlooked next source for the brand's authentic evolution

Julie Anixter

Chapter 11: Leadership branding

Thomas Gad

Chapter 12: The brand manifesto: why brands must act now or alienate the future's primary consumer group

Jack Yan

Postscript

Malcolm Allan

--This text refers to the Hardcover edition.