Brands with a Conscience

How to Build a Successful and Responsible Brand

Nicholas Ind, Sandra Horlings

• Publisher: Kogan Page
• Year: 2016
• ISBN:
  9780749475451
• Edition: 1
• Topic: Business
• Subtopic: Advertising
• Index: Business

The definitive expert guide to ethical brand practice from the prestigious Medinge Group, Brands with a Conscience dissects the philosophies underpinning sustainable brands to arrive at a set of eight clear guiding attributes which can be used as the foundation of a strategy for responsible growth. These attributes span the public persona of an organization, the actions to take when things go wrong, the effort invested in developing relationships, the promotion of core values and balancing measures of success across economic, human, social and environmental factors. They are then used as the criteria to assess twelve carefully selected case studies, which include Dilmah Tea, H&M, Dr. Hauschka, Merci and the John Lewis Partnership, amongst other leading international brands. Because the potential to have bad practice unmasked or to have successes amplified online is greater than ever, it pays to adopt a strategy that builds customer loyalty and trust. Brands with a Conscience inspires via examples of brands which not only exhibit a genuine desire to operate ethically, but also have seen impressive success in terms of engagement with consumers, reputation, and return on investment. The book includes a range of practical tools to bring together the main concepts in an easy-to-adopt framework for building a brand strategy based upon real world experience. If you are a brand manager or marketing professional seeking a conscientious approach to consumer engagement, then Brands with a Conscience will support you every step of the way.

Index

Italics indicate a figure

ABC Domino Madagascar 72, 79

Adams, Antal 62, 63

adidas 45–48, 202

Alfonso, Santiago 140–41, 149, 155

Alqvimia 64–67, 202

Amazon 41

Apple 41

Ark of Taste 109, 207

Arnholt, Simon 16

Ban Ki Moon 6, 136

Barbany, Eric 126

Bellissimo 93, 94

Beltman, Henk Jan 95–101, 207

Better Cotton Initiative (BCI) 46

BMW 34

Boe, Thomas 191

Boeing 131–32

Bogotá, Colombia 192–93

see also place branding

Bouvin, Anders 178, 179, 180

‘brand with a conscience’ 203–11

accountability 203–04

fair 207–08

principles-driven 205, 206–07

responsible 208–09

brands 6

conscientious 10, 34

reputation 36

Branson, Richard 135

Bruntland Report 128

‘business activists’ 5

business consciousness 4–6, 204

influence for good 134–36

leadership role 135

principles 34

Carl Zeiss Foundation 57

Charlie and the Chocolate Factory 91–92

climate change 2–3

Cohen, Bernard 70–72, 73, 76–77

Cohen, Marie-France 70–72, 73, 74, 76...

Table of contents

• Cover
• Title Page
• Contents
• About the cover
• About Medinge: how did ‘Brands with a Conscience’ come about?
• Changing the relevancy of business and the role of brand leaders forever
• 01    Dilmah Tea: Business is a matter of human service
• 02    John Lewis Partnership: Partnership for all
• 03    Dr Hauschka: Healthy business
• 04    Merci ‘destination store’, Paris: What destiny for this lifestyle design concept store?
• 05 Tony’s Chocolonely: Crazy about chocolate, serious about people
• 06    Slow Food: The case for eco-gastronomy
• 07    DNV GL: Back to the future: sustainability at DNV GL
• 08    Cosentino: Conversations carved in stone
• 09    Tata Steel: Building a caring organization
• 10    Place Branding: Branding the place and growing the good life
• 11    Exploiting leadership to better the world
• 12    How to be a brand with a conscience
• Author biographies
• Index
• Copyright