Beyond Branding: How the New Values of Transparency and Integrity are Changing the World of Brands

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In response to International business scandals and the growing perception that brands can’t be trusted, Beyond Branding argues that brands are neither inherently good nor evil, but that marketing must move ‘Beyond Branding’ if it is to survive. Beyond Branding challenges business to adapt to a world of transparency by meeting the needs of stakeholders and operating with openness and integrity. It is the view of the writers of this book that when businesses account for 51 of the largest 100 economic entities in the world, not only should brands adopt a wider social perspective, they must do so if they are to have continued relevance. Based on the latest research and using international case studies, the contributors cover: The importance of a human focus Brand authenticity The role of leaders in defining and delivering the brand The value of employee-led engagement New approaches to relationship-mapping Moving from seller-centric to buyer-centric marketing Creating brands through customer collaboration The meaning of brand sustainability With chapters by international brand consultants, writers and thinkers, Beyond Branding widens the narrow world view of brands; one which is short-terminus, shareholder focused, narcissistic and communication led. The contributors argue that true business value can only be created by focusing on relationships and striving for openness, transparency, sustainability and honesty. 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, The CorporateBrand and Living the Brand. He has also written a biography of Terence Conran. Table of Contents Preface A brand of enlightenment Whose brand is it anyway? Branding for good? Brand sustainability: it’s about life….or death Brand dynamic valuation and transparent governance of living systems Authenticity What’s brand got to do with it? Anthropology and the brand Transparency, or not: Brand inside: Brand outside TM – the most obvious yet overlooked next source for the brand’s authentic evolution Leadership branding The brand manifesto: why brands must act now or alienate the future’s primary consumer group Postscript Index