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

~ Nicholas Ind (Editor), Denzil Meyers (Author), Jack Yan (Author), Sicco van Gelder (Author) "The Age of Enlightenment was a period of unprecedented growth in terms of freedom, knowledge, toleration and commerce..." (more)
Key Phrases: New York, Four Seasons, United States (more...)
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Customers buy this book with Living the Brand: How to Transform Every Member of Your Organization Into a Brand Champion by Nicholas Ind

Beyond Branding: How the New Values of Transparency and Integrity Are Changing the World of Brands + Living the Brand: How to Transform Every Member of Your Organization Into a Brand Champion

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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


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

Product Details

  • Hardcover: 236 pages
  • Publisher: Kogan Page (January 1, 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.com Sales Rank: #1,724,305 in Books (See Bestsellers in Books)

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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
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.

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