Beyond Branding: How the New Values of Transparency and Integrity Are Changing the World of Brands [Hardcover]

Nicholas Ind (Editor)

Book Description

Publication Date: January 28, 2004

"This is an inspiring book, a plea for the new approach -- one that does not just put the heart back into brand planning, but puts the brand back at the heart of the organization... It is fresh thinking, which may help you think differently about brands." --- Marketing

Editorial Reviews

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 an established author, consultant and academic. He writes for business journals including Brand Management and Strategy and Business. He teaches at the Oslo School of Management and is a visiting professor at ESADE in Barcelona. He is also the author of Living the Brand (published by Kogan Page).

Product Details

• Hardcover: 236 pages
• Publisher: Kogan Page (January 28, 2004)
• Language: English
• ISBN-10: 0749441151
• ISBN-13: 978-0749441159
• Product Dimensions: 9.4 x 6.1 x 0.9 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #2,813,730 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

1 of 3 people found the following review helpful:

5.0 out of 5 stars A "call to arms" for business, January 20, 2004

By A Customer

This review is from: Beyond Branding: How the New Values of Transparency and Integrity Are Changing the World of Brands (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 www.beyond-branding.com, 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.