Brand New Justice
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Review
"Anholt's thesis - that the instruments of market growth have simply been in the wrong hands - is compelling and thought-provoking. For countries like Croatia, which strive to market their products abroad, Brand New Justice contains a wealth of valuable advice and some extremely sound economic and social theory."
Stjepan Mesic, President of the Republic of Croatia
"For countries like Mongolia, which need to break into international markets, this concept provides some much needed hope and inspiration."
Nambar Enkhbayar, Prime Minister of Mongolia
"Simon Anholt, author of Brand New Justice...probably knows more about ethical brand initiatives than anyone."
Jack Yan, Reporter, Desktop Magazine, Australia --This text refers to an out of print or unavailable edition of this title.
Stjepan Mesic, President of the Republic of Croatia
"For countries like Mongolia, which need to break into international markets, this concept provides some much needed hope and inspiration."
Nambar Enkhbayar, Prime Minister of Mongolia
"Simon Anholt, author of Brand New Justice...probably knows more about ethical brand initiatives than anyone."
Jack Yan, Reporter, Desktop Magazine, Australia --This text refers to an out of print or unavailable edition of this title.
Product Description
Recently vilified as the prime dynamic driving home the breach between poor and rich nations, here the branding process is rehabilitated as a potential saviour of the economically underprivileged.
Brand New Justice, now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process.
Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance.
Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms.
* Controversial and thought-provoking analysis of issues that are central to 21st century economic thought; radical new thinking on wealth-creation in the developing world.
* Unites world-class branding and marketing knowledge with an emerging-market development agenda.
* Concrete answers to the problems of anti-capitalism, medium level poverty and the brand backlash; a way for the marketing and advertising industries to regain respect and a more positive reputation
Brand New Justice, now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process.
Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance.
Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms.
* Controversial and thought-provoking analysis of issues that are central to 21st century economic thought; radical new thinking on wealth-creation in the developing world.
* Unites world-class branding and marketing knowledge with an emerging-market development agenda.
* Concrete answers to the problems of anti-capitalism, medium level poverty and the brand backlash; a way for the marketing and advertising industries to regain respect and a more positive reputation
Inside This Book
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Most Helpful Customer Reviews
3 of 3 people found the following review helpful
Format:Hardcover
Simon Anholt is that rare creature: an accessible intellectual. In fact he seems to be a doubly-endangered species: a marketeer with a conscience. This is a book to read then lock away in a time capsule for your children. I hope and pray that we heed his advice, and that the developing world begins to compete head to head with the overbranded, overbearing monoliths of the north-western world.
Anholt is far from being an idealist though. This book is packed with case studies and examples to inspire entrepreneurs in the developing world to embrace the power of branding and use it to benefit someone other than New York-based day traders.
It should be shipped by the case load to those who really need it, not resold to the guilt-ridden executives of the Western world. An important book, Mr Anholt. Well done.
1 of 1 people found the following review helpful
Format:Hardcover
Fascinating, revealing and highly readable, Simon Ahnholt's book provides terrific insight and a refreshing, very positive new perspective on globalisation. It is a "must read" for anyone who is involved with, or simply interested in, any aspect of global marketing. It can change the way you see the whole business, and give you a terrific read in the process.
1 of 1 people found the following review helpful
Format:Hardcover
It always seems somehow somewhat disappointing when a powerful force receives massive criticism without suggesting an alternative to replace it. Anholt has provided the world with a powerful new way of re-directing our use of brands -- and the marketing techniques and mentality supporting them -- to redress global inequities. Global brands and branding have certainly received immense criticism in recent years, with Naomi Klein's "No Logo" the best known example. Brands are indeed immensely powerful and clearly are so because, amongst many reasons, they are useful to consumers overwhelmed with information, whatever faults they may also have. In short, their very utility means they are likely to not go away any time soon. So what to do? Anholt doesn't disagree at all with those who point out the status-quo relationship between the rich and poor nations is unjust and unsustainable. But, rather than attempting to wreck global marketing and leaving nothing in its wake, he shows how the same tools others berate as too powerful could actually also be socially beneficial if that immense power is re-directed and put at the disposal of the poor. The leaders of developing nations would be well-advised to tap Anholt and his "big idea" as soon as they can. Some books are marginally additional to what has been written before. Some are truly thought-provoking. And, some -- very rarely -- can make a true difference. This is one of those books.
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Most Recent Customer Reviews
Eloquent and realistic ideas to give branding real value
In our divisive world, it's not easy to attempt to steer a middle course without making enemies of both sides. Read more
Published on 18 May 2003 by J. Moore
Social justice through branding
Branding has taken its share of knocks over the last three years, but a few of us have retained faith in the profession as a tool that can aid humankind, rather than create bigger... Read more
Published on 17 Mar 2003 by Jack Yan
Lofty hypothesis and practical advice
Mr Anholt's book, Brand New Justice the upside of global branding, combines lofty hypothesis with practical down-to-earth advice. Read more
Published on 5 Feb 2003
Lucid, timely, and an excellent read
This is a lucid essay on the power of marketing to do good by promoting a fairer distribution of wealth between rich countries and poor. Read more
Published on 24 Jan 2003
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