The New Brand Spirit

How Communicating Sustainability Builds Brands, Reputations and Profits

Business & Finance, Business Reference, Business Ethics, Management & Leadership, Leadership
Cover of the book The New Brand Spirit by Christian Conrad, Marjorie Ellis Thompson, Taylor and Francis
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Author: Christian Conrad, Marjorie Ellis Thompson ISBN: 9781317023043
Publisher: Taylor and Francis Publication: March 3, 2016
Imprint: Routledge Language: English
Author: Christian Conrad, Marjorie Ellis Thompson
ISBN: 9781317023043
Publisher: Taylor and Francis
Publication: March 3, 2016
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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