Nicholas Ind Knihy

Editors Nicholas Ind and Sandra Horlings, along with chapter contributors provide a set of foundational attributes to help guide 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 success across various categories. They are then used to assess carefully selected case studies, which include H & M, TED, Wholefoods, and Kiva. Brands With a Conscience inspires via examples of companies that 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 that bring these concepts together to guide managers in building a brand strategy based on real world experience

A company s workforce is its most valuable asset. It is the employees who translate an organization's strategy into reality, interact with consumers and determine the corporate brand. "Living the Brand" demonstrates how a participatory approach can enhance employee commitment, improve service standards and focus effort to deliver business goals. This can be achieved by building meaning, purpose and values into the organization to foster a culture of enthusiastic employee participation. This practical and inspirational book is about how organizations can empower and enthuse their employees to create brand champions . The themes of "Living the Brand" are: * Employees flourish in organizations where they identify with the brand; * Organizations flourish when the brand has relevance and creates meaning; * Purpose and values are not created" they exist; the issue is how well they are articulated and embedded; * Brand clarity creates freedom; * Brands come to life when the boundaries between the internal and external blur; * Stories and myths are important for sustaining brands; * Living the brand requires imagination. With the use of original international case studies, Nicholas Ind discusses the insights and problems of articulating and then delivering brands through people. The book examines the nature of branding and why people have become such important definers of the brand. The conclusion being that both organizations and people need values -- it is essential to their well-being and sense of worth.

When a customer, employee, or investor is faced with a choice of companies amidst a sea of competitors, they increasingly consider how responsible that organization is. Customers want to buy ethical and sustainable; employees want to feel a sense of purpose at work, and investors need reassurance that their investments are good for the long term. To be competitive and valuable to society, firms need to develop an organizational conscience that drives key strategic decisions and spurs sustainable and responsible innovation. In this book, the authors argue that organizations need to think critically about their role and to use their conscience to guide actions. With plenty of concrete suggestions based on substantive research, it shows how firms can reconcile the competing interests of stakeholders, create an organization that is fair, open and transparent and do the right thing while building a profitable business. With integrated videos and international case studies featuring multinational companies as well as small firms, this book explains how firms can make the transition to becoming conscientious.