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Beyond Branding: How the New Values of Transparency and Integrity are Changing the World of Brands Hardcover – 10 Oct 2003


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Review

""This collection of articles by branding gurus argues that brands must adopt a wider social perspective if they are to stay relevant.""--Business Ethics

About the Author

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, Great Advertising Campaigns, Branding Governance and The Corporate Brand. He has also written a biography of Terence Conran. Find out more at www.nicholasind.com; www.livingthebrand.org

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Amazon.com: HASH(0x95f294c8) out of 5 stars 1 review
3 of 5 people found the following review helpful
HASH(0x95fbee58) out of 5 stars A "call to arms" for business 21 Jan. 2004
By A Customer - Published on Amazon.com
Format: Hardcover
In recent years, much has been made about the faults of the branding business. Most has spawned from a misunderstanding of the discipline or the misuse of the term. The authors, all of whom are long-time experts in the field and members of the Medinge branding think-tank, realize this; and rather than addressing the definition of the term (that is better done in a more rudimentary text), they have taken a higher ground by showing the possibilities of branding for the good of humanity.
In effect, Beyond Branding brings together knowledge of the world's leading branding authorities - and their most pressing issues - in one volume.
It is a "call to arms" for branding and business in general: the authors argue that the changes can take place immediately in any organization, beginning with the individual. To help their mission, there is a web site at [...] which features a regularly updated blog, which serves as both an appendix to the book and a way to interact with readers to effect their changes.
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