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

by 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...)

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

Product Description
In response to the growing "anti-globalization" movement and the perception that brands are manipulative and demeaning, Beyond Branding argues that branding is neither inherently good nor evil. The contributors aim to show that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing. The essays explore responsibility in the context of brands: Why do some brands behave ethically and others not? Why do some brands engage their employees and others manipulate them?

Based on the latest research and using international case studies, the contributors cover:

1. New ways to measure value,
2. The responsible use of power,
3. Leadership and how it can balance ethics, reality and vision,
4. Authenticity,
5. The role of NGOs,
6. Engaging consumers in ethical issues,
7. The business benefits of "open" branding.

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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: #1,519,978 in Books (See Bestsellers in Books)

Customer Reviews

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0 of 2 people found the following review helpful:

5.0 out of 5 stars A "call to arms" for business, January 21, 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.