New techniques to refresh and recharge your brands How do you establish and maintain a strong long–term relationship between your brand and your consumers? Successful brand managers know that it is all about trust and keeping the consumers engaged. The success of recent "green" campaigns as a means of connecting with, satisfying, and attracting new consumers is just the tip of the iceberg. As the international playing field continues to be leveled, in order to sustain and expand their success, brand owners must interact with their customers more than ever before, forging new and stronger links, and increasing their stock of social capital. At last, there is a book that addresses the growing significance of social capital in the business world . Brand Valued explores how as the strength, depth, and quality of interactions between a brand and its customers improve, increased opportunities to demonstrate trustworthiness arise. This in turn creates a self–fulfilling cycle, wherein trust begets social capital, which begets more trust—and even shared thinking—not to mention better sales. Brand Valued will receive the full support of Havas, the fifth largest global communication and marketing services group in the world. In easy to understand terms, and using concrete examples, Brand Valued provides: The tools necessary to stimulate dialogue—and new ways of thinking—between a brand and its intended audience Methods for extending brand messaging to wider audiences Ideas on how to make brands the engines of social capital, getting rid of unsustainable practices to foster more sustainable patterns of consumer behaviour Suggestions for the development of a new brand strategy that reduces costs through innovative and lasting solutions to problems Unpublished data on the role of consumer trust in new products based on research carried out by the Havas Group across over 150 brands in nine different markets A wiki component to the book in an accompanying website. Designed to forge stronger channels of dialogue and communication with customers and consumers, the book is a must–read for anyone committed to keeping their brand relevant in the twenty–first century.
Brand Valued
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Review
‘…one of the more thought–provoking reads on the significance of sustainability to brand owners…offers invaluable insights…new ways to think about brands.’ (Director, July 2011).
The premise of Brand Valued is a worthy and interesting addition to the canon and provides some answers to the question: ‘What should the brand be in society today? ’ (Merry Baskin, Market Leader, Oct 2012)
'There’s no shortage of books on branding or sustainability, but this is the first I’ve come across that demonstrates how branding fits into the sustainability debate, and indeed hypothesises that brands have a key role in sustainability' (Helen Murdoch, Marketing Society, 2011)
'This book is a neat side step to propose Social Capital as a more fundamental and enduring way forward to achieving true Sustainability... Brand Equity demands that you put your brain in gear and start thinking about the role brands have in helping to solve the world’s problems.' (Helen Murdoch, Marketing Society, 2011)
'Brand Valued is an essential read for anyone wanting their brand not just to survive, but thrive, in future markets as the sustainable agenda becomes increasingly important. It challenges brands to change their outlook on sustainability and take a more active role.' (Lorna Taylor, CSRInternational, Nov 2012)
The premise of Brand Valued is a worthy and interesting addition to the canon and provides some answers to the question: ‘What should the brand be in society today? ’ (Merry Baskin, Market Leader, Oct 2012)
'There’s no shortage of books on branding or sustainability, but this is the first I’ve come across that demonstrates how branding fits into the sustainability debate, and indeed hypothesises that brands have a key role in sustainability' (Helen Murdoch, Marketing Society, 2011)
'This book is a neat side step to propose Social Capital as a more fundamental and enduring way forward to achieving true Sustainability... Brand Equity demands that you put your brain in gear and start thinking about the role brands have in helping to solve the world’s problems.' (Helen Murdoch, Marketing Society, 2011)
'Brand Valued is an essential read for anyone wanting their brand not just to survive, but thrive, in future markets as the sustainable agenda becomes increasingly important. It challenges brands to change their outlook on sustainability and take a more active role.' (Lorna Taylor, CSRInternational, Nov 2012)
From the Inside Flap
Part historical review of the birth, role and near–death of brands; and part prescriptive guide for the potential re–birth of brands in the 21st century, Brand Valued creates a unique perspective from which to see how our branded world got to how it is today, and how it could get us to something eminently glorious tomorrow.
Drawing on proprietary data on more than 100 brands gathered from talking with more than 25,000 consumers worldwide, Brand Valued reflects on consumer behaviour trends, presents the next generation of brand management strategy frameworks and offers a glimpse into how brands have in front of them a once–in –a –lifetime opportunity to become engines of social and corporate value. To become brands that rather than hedge against the long–term health of society, actually invest with society. To become Social Equity Brands.
In this emerging Era of Social Capital Rising, whatever business you′re in, to build a brand that delivers long–term value to your business, requires you to build a brand that is enduringly valued by all. Measuring brand value is not enough – instead you have to ask, ‘Is ours a brand that is valued?′
"I would recommend any brand owner to take note of the Brand Valued concept and make the thinking an integral part of their strategy." Peter Paul van de Wijs. Managing Director, Business Role Focus Area, World Business Council for Sustainable Development.
"Brand valued? The answer to this singularly profound question will determine not only the future of brands and the brands of the future, but it will also define the social capital – the lifeblood of brands – in which they trade. Brand Valued engagingly arms us with the arguments and tools to answer this question." Ron Vandenberg. Co–Founder, FutureBrand & Merchant
"The economy of the future will be one in which the successful, valued, brands, products and services focus on maximising outputs of wellbeing per unit of planet input. In Brand Valued Guy and Fernando give us a valuable insight into this new world." Jules Peck. Author www.citizenrenaissance.com, nef Trustee and creator of the ‘Flourish′ wellbeing innovation process.
Drawing on proprietary data on more than 100 brands gathered from talking with more than 25,000 consumers worldwide, Brand Valued reflects on consumer behaviour trends, presents the next generation of brand management strategy frameworks and offers a glimpse into how brands have in front of them a once–in –a –lifetime opportunity to become engines of social and corporate value. To become brands that rather than hedge against the long–term health of society, actually invest with society. To become Social Equity Brands.
In this emerging Era of Social Capital Rising, whatever business you′re in, to build a brand that delivers long–term value to your business, requires you to build a brand that is enduringly valued by all. Measuring brand value is not enough – instead you have to ask, ‘Is ours a brand that is valued?′
"I would recommend any brand owner to take note of the Brand Valued concept and make the thinking an integral part of their strategy." Peter Paul van de Wijs. Managing Director, Business Role Focus Area, World Business Council for Sustainable Development.
"Brand valued? The answer to this singularly profound question will determine not only the future of brands and the brands of the future, but it will also define the social capital – the lifeblood of brands – in which they trade. Brand Valued engagingly arms us with the arguments and tools to answer this question." Ron Vandenberg. Co–Founder, FutureBrand & Merchant
"The economy of the future will be one in which the successful, valued, brands, products and services focus on maximising outputs of wellbeing per unit of planet input. In Brand Valued Guy and Fernando give us a valuable insight into this new world." Jules Peck. Author www.citizenrenaissance.com, nef Trustee and creator of the ‘Flourish′ wellbeing innovation process.
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Most Helpful Customer Reviews
2 of 2 people found the following review helpful
Format:Hardcover|Vine Customer Review of Free Product
(What's this?)
In many ways the title of this book does a great job of preparing the reader for the journey ahead of them.
I would suggest that this is book best read with an open mind, and an open notepad as there are nuggets of useful information in here.
While some of the brands are perhaps not first associated with a sustainable future in my mind, that is not what is important here, what is important is the concepts, the strategies and the tools, and the fact that Social Capital and Social Equity are important is in truth inspiring.
So if you are wanting a book that is pleasant to read, with nuggets of useful information, that will inspire, then you will not be disappointed.
I would suggest that this is book best read with an open mind, and an open notepad as there are nuggets of useful information in here.
While some of the brands are perhaps not first associated with a sustainable future in my mind, that is not what is important here, what is important is the concepts, the strategies and the tools, and the fact that Social Capital and Social Equity are important is in truth inspiring.
So if you are wanting a book that is pleasant to read, with nuggets of useful information, that will inspire, then you will not be disappointed.
1 of 1 people found the following review helpful
Format:Hardcover|Vine Customer Review of Free Product
(What's this?)
This is a book looking at different brands, their role and importance and how the branded world we live in today got to what it is today, and also looks ahead into how and what our tomorrow may appear. It reflects on consumer behaviour trends, brand perception and management strategy frameworks and how they can affect and change social and corporate values, as well how critical it is to engage with social media and new technologies.
It is full of interesting information and in my opinion may be definitely useful for those in the industry and business world.
It is full of interesting information and in my opinion may be definitely useful for those in the industry and business world.
1 of 1 people found the following review helpful
Format:Hardcover|Vine Customer Review of Free Product
(What's this?)
If you are in business you must have a brand that stamps itself into our minds like a emotional gut feeling that represents what you and your company are all about. Marketing is a brutally competitive world which can often feel like information overload and this book helps tread those murky waters so you can learn to control and anticipate how your message is going to be condensed and let the right feeling float to the top.
Guy Champniss and Fernando Rodes Vila, help navigate these stormy seas and show you how socially valued brands hold the key to a sustaninable future and business success, with as much interest as your brand should be getting.
I found this an extremely useful and informative read, albeit a bit dry at times it is definitely a book for those wanting to study this subject further - to help you make that bold statement to gain a direct connection to what you distinctly stand for as a company and a product. It includes 10 social equity traits which really helped me understand social branding better. If you want to have a good sense of what a brand is (or is not) then try Brand Valued, today!
Guy Champniss and Fernando Rodes Vila, help navigate these stormy seas and show you how socially valued brands hold the key to a sustaninable future and business success, with as much interest as your brand should be getting.
I found this an extremely useful and informative read, albeit a bit dry at times it is definitely a book for those wanting to study this subject further - to help you make that bold statement to gain a direct connection to what you distinctly stand for as a company and a product. It includes 10 social equity traits which really helped me understand social branding better. If you want to have a good sense of what a brand is (or is not) then try Brand Valued, today!
1 of 1 people found the following review helpful
By Michael Scott
VINE VOICE
Format:Hardcover|Vine Customer Review of Free Product
(What's this?)
Firstly I would say this book is probably for those who work or have a very keen interest in brands and marketing of those brands. This is a great book that is well written and is very up to date with current social strategies (March 2011). The books talks about why being green/socially accepted is now more key than ever and now it is less about the products themselves and more about how your brand is perceived that is key to the success of your products. This talks about how nowadays social media has changed brand perception and how embracing these new technologies and channels is key to succedding and ignoring them could be very bad. All in all a cracking read and strongly recommended.
3 of 4 people found the following review helpful
By Mr. Pj Williams
VINE VOICE
Format:Hardcover|Vine Customer Review of Free Product
(What's this?)
Brand Valued: How Socially Valued Brands Hold the Key to a Sustainable Future and Business Success:
The authors comments and arguments are well backed up by case study that over 25,000 people globally participated. Thus giving an insightful read into the sustainability of brands and brand capital. Gets you thinking in depth about how we view brands. Although at times the book is slow and a little bit of a slog to get through. In short a useful book for those on degree course or already in the field, however not for someone starting out.
The authors comments and arguments are well backed up by case study that over 25,000 people globally participated. Thus giving an insightful read into the sustainability of brands and brand capital. Gets you thinking in depth about how we view brands. Although at times the book is slow and a little bit of a slog to get through. In short a useful book for those on degree course or already in the field, however not for someone starting out.
3 of 4 people found the following review helpful
By CharlieM
Format:Hardcover
I approached Brand Valued with a skeptical head that this would just be the "sustainability" bandwagon hitching itself to brand theory. How wrong I was, this is a thought provoking, and potentially revolutionary approach to constructing or reconstructing the role of brands and products in consumers lives. Any planner worth their salt should have this on their bedside table next to their Jon Steel, and Mark Earls. The central thesis regarding a shift to Social Capital and social equity is refreshing, inspiring and engagingly told. The move to exchange and relationship from transaction is powerfully argued, and something that will have an immediate impact on conversations with my clients
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Most Recent Customer Reviews
3.0 out of 5 stars
Good Book - But Reads Like A Essay!
The book has a solid message but you have to wade through lengthy chapters to find nuggets. My favourite chapter is one on Brand names such Toyota. IBM and Star bucks. Read more
Published on 27 Sep 2011 by A. Kwabula
3.0 out of 5 stars
Social Capital meets Branding meets Sustainability -- but the policy...
Brand Valued attempts to bring together the worlds of Social Capital, Branding and Sustainability into one grand theory which can define the policy (ie, government), business and... Read more
Published on 11 Sep 2011 by Martin Turner
5.0 out of 5 stars
Some great points to consider about the role brands have to play in...
Interesting and insightful book on how brands have a role to play in todays fast paced busienss world. Read more
Published on 18 Aug 2011 by MGreviews
2.0 out of 5 stars
Unconvincing
I struggled to come to terms with this book, which sometimes struck me as being like an over-long essay stretched to fill an entire volume. Read more
Published on 7 Aug 2011 by Sockymon
5.0 out of 5 stars
New era in brand strategy?
I think this book has the potential to be pretty influential in both marketing and broader business functions. Read more
Published on 12 July 2011 by Iguanodon
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