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

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

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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.

Product Details

ISBN-13: 9781409465782
Publisher: Ashgate Publishing Ltd
Publication date: 12/28/2013
Sold by: Barnes & Noble
Format: NOOK Book
File size: 16 MB
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About the Author

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 Kellogg´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 Britain´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.

Table of Contents

Contents: Foreword, Hamish Pringle; Introduction; Part I The Interviews: The Questionnaire: Communicating sustainability - the civil society perspective; Communicating sustainability - the public sector perspective; Communicating sustainability - the supplier perspective; Communicating sustainability - the employee perspective; Communicating sustainability to customers and consumers; Sustainable consumption and the social responsibility of marketers and advertisers; Communicating sustainability - the shareholder perspective; Communicating sustainability - the media perspective; Communicating sustainability - the academic and expert perspective. Part II The Cases: The civil society perspective - best practice cases: Lifebuoy’s global handwashing behaviour change programmes; Fairtrade comes of age; The public sector perspective - best practice cases: German Bio-label; The French environmental labelling experiment; The supplier perspective - best practice cases: The Tchibo and GIZ worldwide enhancement of social equality (WE) project; ROMP - fully traceable organic high fashion; The employee perspective - best practice cases: SKF BeyondZero; IBM's world community grid - technology solving problems; The customer perspective - best practice cases: Cadbury’s Dairy Milk goes Fairtrade; The Innocent big knit campaign; Max burgers, climate on (the) menu; Sustainable consumption and the social responsibility of marketers and advertisers - best practice cases: Coop Switzerland sustainability brand communications; Puma's clever little bag; The shareholder perspective - best practice case: Novo Nordisk integrated reporting; The media perspective - best practice case: SAP community network; The academic and expert perspective - best practice cases: Research by Professor C.B. Bhattacharya on effectiveness of CSR communication; The natural step framework; Best practice - two benchmark cases for communicating corporate sustainability: Marks and Spencer’s Plan A; Interface sustainability communication ‘Let’s be clear’. Part III Summary and Outlook; Index.

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