The New Brand Spirit de Christian Conrad

The New Brand Spirit: How Communicating Sustainability Builds Brands, Reputations and Profits

Christian Conrad

Marjorie Ellis Thompson

Effective sustainability communication can deliver business value. Get it wrong, however, and the reputational damage will be costly. Stakeholders, and the general public as well as activists, are unforgiving of companies whose products, services, business practices or culture fall short of their socially responsible rhetoric. Based on close to one hundred in-depth interviews with leading experts, Christian Conrad and Marjorie Thompson's The New Brand Spirit helps corporate communications and marketing professionals tackle this conundrum by providing a first-hand view of eight distinct and relevant stakeholder perspectives. Nineteen comprehensive and well-researched best practice cases from sustainability leaders like IBM, Unilever, Marks & Spencer and Puma will inspire all those tasked with communicating sustainability with practical and applicable tools and lessons learned. The result is a book that will enable senior executives, corporate communication professionals and brand managers to decide when, to whom and how to communicate sustainability related messages - and when not to.

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	Preț	Express
Paperback (1)	237^.10 lei 43-57 zile
Taylor & Francis – 24 iun 2024	237^.10 lei 43-57 zile
Hardback (1)	771^.08 lei 43-57 zile
Taylor & Francis – 13 noi 2013	771^.08 lei 43-57 zile

Preț

Express

Paperback (1)

237^.10 lei 43-57 zile

Taylor & Francis – 24 iun 2024

237^.10 lei 43-57 zile

Hardback (1)

771^.08 lei 43-57 zile

Taylor & Francis – 13 noi 2013

771^.08 lei 43-57 zile

Notă biografică

Christian Conrad is Managing Partner of Sustainability Consultancy brands & values, which he co-founded in 2004 and supports clients in developing sustainability strategies, implementing them into the business and communicating them to stakeholders. In a consumer marketing career of more than 10 years, he worked for blue chip brands such as KelloggÂ´s, where he was Marketing Director, and Unilever. He holds a degree in economics from the University of Mannheim, Germany. Marjorie E. Thompson is Managing director of C-3i, a communications consultancy she founded in 2002.. She has previously worked for some of BritainÂ´s most famous brands including Saatchi and Saatchi, the Commission for Racial Equality, The Royal College of Nursing and The Campaign for Nuclear Disarmament. With Hamish Pringle she is the author of Brand Spirit, a bestselling Amazon Business Book of the Year.

Cuprins

I: The Interviews; 1: Communicating Sustainability — the Civil Society Perspective; 2: Communicating Sustainability — the Public Sector Perspective; 3: Communicating Sustainability — the Supplier Perspective; 4: Communicating Sustainability — the Employee Perspective; 5: Communicating Sustainability to Customers and Consumers; 6: Sustainable Consumption and the Social Responsibility of Marketers and Advertisers; 7: Communicating Sustainability — the Shareholder Perspective; 8: Communicating Sustainability — the Media Perspective; 9: Communicating Sustainability — the Academic and Expert Perspective; II: The Cases; 10: The Civil Society Perspective — Best Practice Cases; 11: The Public Sector Perspective — Best Practice Cases; 12: The Supplier Perspective — Best Practice Cases; 13: The Employee Perspective — Best Practice Cases; 14: The Customer Perspective — Best Practice Cases; 15: Sustainable Consumption and the Social Responsibility of Marketers and Advertisers — Best Practice Cases; 16: The Shareholder Perspective — Best Practice Case; 17: The Media Perspective — Best Practice Case; 18: The Academic and Expert Perspective — Best Practice Cases; 19: Best Practice — Two Benchmark Cases for Communicating Corporate Sustainability; III: Summary and Outlook

Recenzii

’There isn't a business person on the planet that isn't concerned about sustainability practices across the stakeholder spectrum. Conrad and Thompson offer not only big strategic insights here but they have also curated the most comprehensive set of case stories I know of. This is important work and will be referenced time and time and time again.’ Jonathan Mildenhall, VP Global Advertising Strategy & Creative Excellence, Coca-Cola ’The stream of global communications is ever flowing. A current of social responsibility cuts through it, while an undertow of misunderstanding preys on our perceptions. Marjorie EllisThompson and Christian Conrad help pilot us through with clear thinking and inspiring case histories of successful corporate responsibility.’ Tim Love, Vice Chairman Omnicom Group and CEO Omnicom Asia Pacific India Middle East Africa ’Marjorie EllisThompson pioneered Corporate Social Responsibility twenty years ago when she established a specialist unit within Saatchi & Saatchi. At that time Marketing Directors shied away, disbelieving they could find mutual benefit between their brands and not-for-profit causes. Well those same Marketing Directors can now read the error of their ways in this definitive compendium of success stories. Choose to ignore Conrad and Thompson at your peril.’ Marcus Brown, Executive Vice President, Young & Rubicam, EMEA ’The role of business is to make the world a better place. The New Brand Spirit is an indispensable companion on this often complex and challenging journey. It’s everything you expect from Marjorie Ellis Thompson and Christian Conrad: direct, candid, inspirational, uncompromising, wise, and crystal clear about what to do.’ Kevin Roberts, CEO Worldwide, Saatchi & Saatchi ’With the most fundamental debate globally being around responsible capitalism and resource constrained growth this book arrives at an important time. The development of new sustainable business models is integrating corporat

Descriere

The core idea of The New Brand Spirit is to let stakeholders do the talking. Conrad and Thompson have interviewed close to 100 leading practitioners from eight different stakeholder perspectives, including NGOs, shareholders and supply chain. It provides an overview of the state-of-the art of CSR and sustainability communications from the frontlines of business, government and civil society. What makes the book unique and extremely useful is that it combines this helicopter view with 19 comprehensive and insightful case studies. It is both inspirational and extremely practical.