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Beyond Branding: How the New Values of Transparency and Integrity are Changing the World of Brands: How the New Values of Transparency and Integrity Are Changing the World of Brands (Hardcover)

by Nicholas Ind (Author), Chris Macrae (Author), Thomas Gad (Author), John Caswell (Author), Simon Anholt (Author), Sicco van Gelder (Author), Jack Yan (Author), et al (Author), John Moore (Editor)
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Review
"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 --This text refers to the Paperback edition.

Tijdschrift voor Marketing
“More positive and constructive than [Naomi] Klein; deeper and with a wider management and business context than [Jean-Marie] Dru.” --This text refers to the Paperback edition.

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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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