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Live Long and Prosper: The 55-Minute Guide to Building Sustainable Brands [Paperback]

Dan M. Gray
5.0 out of 5 stars  See all reviews (1 customer review)
Price: 6.99 & FREE Delivery in the UK on orders over 10. Details
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Book Description

23 Jan 2010
About Live Long And Prosper A lot of people are talking about sustainability these days. Still more talk about brands. Yet few people truly understand either. Inspired by The Brand Gap and Simplicity, Dan Gray sets about answering the really big questions. What does it really mean to be sustainable? Why is that critical to long-term brand and business success? And what does it take to establish sustainability as a lasting and meaningful source of advantage? With its six laws for building sustainable brands, this book offers experienced professionals and novices alike a quick and deceptively simple guide to why CSR is dead and design for sustainability is the next competitive advantage. About the 55-Minute Guide Series Far too many business books start with the false premise that offering meaningful insight requires exhaustive detail. They demand a huge investment from readers to wade through all the information provided and draw out what is relevant to them. In a rapidly changing, time-starved world, it's an approach that's getting wronger and wronger. What CEOs and other busy business people desperately need is high-level strategic insight delivered in quick, simple, easy-to-digest packages. Co-created by Dan Gray and Kevin Keohane, that's exactly what the 55-Minute Guides are designed to do. Instead of some 300-page pseudo-academic tome, they offer fresh perspectives and "must knows" on important topics that can be read from cover to cover in the course of a single morning's commute or a short plane ride. In short, they are the antidote to most business books. A quick read, not a long slog. Focused on big ideas, not technical detail. Promoting joined-up thinking, not functional bias. Written to empower the reader, not to make the author look clever. They're guided by the simple principle that insight gained per minute spent reading should be as high as possible. No fluff. No filler. No jargon. Just the things you really need to know, written in plain English with clear and simple illustrations.

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Product details

  • Paperback: 82 pages
  • Publisher: Verb Publishing Ltd (23 Jan 2010)
  • Language: English
  • ISBN-10: 0956467202
  • ISBN-13: 978-0956467201
  • Product Dimensions: 15 x 21 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 1,129,504 in Books (See Top 100 in Books)

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Review

"A very skillfully crafted think-piece. Dan Gray's argument that sustainability equals longevity is brilliantly thought-provoking." --Robert Jones, Head of New Thinking, Wolff Olins Robert Jones, Head of New Thinking, Wolff Olins

"Sustainability may be the `rocket science' of the new century, but as Dan Gray points out in this very readable book, it can also be stunningly simple and achievable." --Adam Werbach, Global CEO, Saatchi & Saatchi S

"CSR is dead. Corporate Sustainability is finally here and it's asking a lot more of companies and their brands than CSR ever did. This book is just great." --Jonathon Porritt, Founder Director, Forum for the Future

"Clear, concise and insightful. There isn't a marketer in Britain who wouldn't gain from giving an hour of their time to read and reflect on its contents." --Giles Gibbons, Founder and CEO, Good Business

"A fiendishly handy primer on turning sustainability into a source of brand and competitive advantage. All you need to know to get the big idea in less than an hour." --Matt Gitsham, Director, Ashridge Centre for Business and Sustainability

From the Publisher

Far too many business books start with the false premise that offering meaningful insight requires exhaustive detail. They demand a huge investment from readers to wade through all the information provided and draw out what is relevant to them. Co-created by Dan Gray and Kevin Keohane, the 55-Minute Guides are designed as the antidote to this approach. Instead of some 300-page pseudo-academic tome, they offer fresh perspectives and must-knows on important topics that can be read from cover to cover in the course of a single morning's commute or a short plane ride. They're guided by the simple principle that insight gained per minute spent reading should be as high as possible. No fluff. No filler. No Jargon. Just the things you really need to know, written in plain English with clear and simple illustrations.

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Most Helpful Customer Reviews
5.0 out of 5 stars The Final Frontier? 15 Oct 2010
Format:Paperback
Live long and prosper Live Long and Prosper: The 55 Minute Guide to Building Sustainable Brands by Dan Gray is a simple and very straightforward practical overview of what sustainable businesses might look for when they are working towards their sustainable brands. There are many good things about this book but as someone who is an environmental professional rather than an advertiser it's main strength: it is clear and doesn't use techno-babble (something that many environmentalists could learn from). In fact Dan even uses one of the phrases I regularly use "quick and dirty". So don't expect glossy and slick marketing hyperbole and don't expect advise on how to achieve, for many if not most businesses, frankly unobtainable goals. There is a simple model called continuum which looks remarkably similar to a model I have used for the past 10 years - not the same so I'm not claiming any ownership - but what it does suggest is that there is a convergence of views of practitioners from both sides - environmental and marketing - that brands and business success based on trust and authenticity is essential. It's not rocket science but boy is it tough to achieve. What I think this book does start is a means of bringing these two professions together, which in many companies live in distinct and often exclusive silos. I like the simple, uncluttered presentation and the use of key statements drawn out and placed on the left pages, with more detail on the right. Read more ›
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.8 out of 5 stars  4 reviews
5.0 out of 5 stars A (quick) Must-Read for Anyone Interested in Design, Sustainability, CSR, CSV, or Brand Strategy 30 Jun 2011
By Brian Moss - Published on Amazon.com
Format:Paperback|Verified Purchase
There is more wisdom contained in these 70 single-sided pages than in many top-tier MBA classes (as an MBA student at such a program I can state this from personal experience).

This book is clear, concise, and perfectly structured for people who are interested in getting up-to-speed on the connections between sustainability, branding, and why Corporate Social Responsibility is (or will soon be) dead as we know it (and this is a good thing!). All in less than an hour (seriously).

in Live Long And Prosper, the story of "sustainable brands" has been boiled down to its bare essence, with no fluff to distract the reader from the core message. A couple of excellent framework visualizations are included to illustrate the inter-relatedness of the concepts. Dan Gray walks the reader quickly through the history of sustainability, why it will be crucial for brand strategy in the future, and concludes with some ideas for how to make it happen.

I highly recommend this book to anyone curious about the future of sustainability, branding, strategy, and Corporate Social Responsibility (CSR).
5.0 out of 5 stars Concise and Well-Rounded 18 Feb 2011
By Mario Vellandi - Published on Amazon.com
Format:Paperback
I loved this book for its brevity, clarity, and breadth. Having read numerous books and worked in sustainable business and communications for the last 3 years, Dan summarizes the primary aspects of what a sustainable brand is, from a hardcore business perspective, without any fluff or idealistic glorification. I'd recommend this book as the FIRST read anyone interested/skeptical about sustainable business should read. Normally, other books will include lots of case studies and principles in 200+ pages. They're good too, because those stories give a concrete reason for why efficiency (from an ecological & financial perspective), effectiveness (improved product/process performance reduces costs, lower safety risks, better products), and leadership are essential elements. Dan just lays out the ground principles so that anyone can quickly explain the purpose of applied sustainability for a business, a rational action plan to take, and the stages organizations can see themselves and others in. That's great because we can internalize them clearly, for self-understanding and when explaining to others.
5.0 out of 5 stars The expertise of simplicity 24 Sep 2010
By Amazon Customer - Published on Amazon.com
Format:Paperback|Verified Purchase
In Live Long and Prosper, the 55 minute guide to Building Sustainable Brands, Dan Gray shows a remarkable capacity to write in language that everyone understands, producing a far more comprehensive, simple and effective guide for creating long term brand value in 60 pages than most longer books, videos or websites you will find anywhere.
4.0 out of 5 stars Learn how sustainable brands create competitive advantage 9 Aug 2010
By Deborah Hinton - Published on Amazon.com
Format:Paperback
A great short read for anyone interested in understanding what sustainable business is and what it isn't. Makes a clear and compelling case for sustainable brands. Describes what you need to do to build a sustainable brand. Practical.

I especially liked Dan's CR continuum model for detecting and avoiding green washing [could be applied more generally - societal risk and governance].
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