Description
Book SynopsisNicholas Ind is an associate professor at Oslo School of Management and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. He is former director of the Design Business Association (UK), a member of the advisory board of Corporate Reputation Review and the editorial board of the Journal of Brand Management. He was a founder member of the Medinge Group, an international branding think tank. Nicholas is the author of eleven books including
Beyond Branding, Living the Brand and
Brand Together, all published by Kogan Page.
Sandra Horlings is a branding and marketing consultant specializing in sustainable business development in a circular economy. Before she founded Wonderwings in 2008, she was a member of the BBDO board in the Netherlands and responsible for Proximity in Amsterdam. Sandra is a guest lecturer and corporate trainer. She is a member of Medinge and a founder of Wereldmarketeers, a
Trade Review"
Brands with a Conscience presents a timely and necessary reflection on how brands should focus to remain competitive and relevant in today's marketplace. The cases and concluding framework showcase what have become the imperative foundations for building brands in a participative market where consumers, more than ever, have control over the identity of a brand. A must-read for any student, manager, or entrepreneur trying to contribute in making a better world." * Francisco Guzman, Associate Professor, University of North Texas and Co-Editor of the Journal of Product and Brand Management *
"In an age of understandable scepticism about brands, it is refreshing to see a more rounded view of branding being taken by Sandra Horlings and Nicholas Ind. Being a brand with a conscience isn't another gimmick but should be a way of life for a brand; a recognition that brands can improve our lives. This interesting and varied collection of case studies highlights how deep seated values should be at the core of 21st Century brand management." * Professor Stuart Roper, Bradford University School of Management *
"I like that
Brands With a Conscience builds sustainable thinking and doing into their way of being. As a more than 300-hundred-years-old family business, Berry Bros. & Rudd share this ethos. To be successful over the long term, we know the importance of having a vision of the future, balancing a humanistic approach with commercial realities of running a business, and, critically, being able to know when to change and when to stay the same." * Geordie Willis, Creative Director, Berry Bros. & Rudd *
Table of Contents
- Chapter - 01: Introduction, by Ava Hakim;
- Chapter - 02: Case Study 1: Dilmah Tea, by Jack Yan;
- Chapter - 03: Case Study 2: John Lewis Partnership, by Erika Uffindell & Simon Paterson;
- Chapter - 04: Case Study 3: Dr. Hauschka by Brigitte Stepputtis;
- Chapter - 05: Case Study 4: Merci by Philippe Mihailovich;
- Chapter - 06: Case Study 5: Tony's Chocolonely by Sandra Horlings;
- Chapter - 07: Case Study 6: Slow Food by Peter Brown;
- Chapter - 08: Case Study 7: DNV GL by Nicholas Ind;
- Chapter - 09: Case Study 8: Cosentino by Cristián Saracco;
- Chapter - 10: Case Study 9: TATA Steel by Horo Sudhir;
- Chapter - 11: Case Study 10: Placebranding by Nikolaj Stagis;
- Chapter - 12: Case Study 11: Leadership by Enric Bernal;
