The New Brand Spirit: How Communicating Sustainability Builds Brands, Reputations and Profits
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- Synopsis
- 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.
- Copyright:
- 2013
Book Details
- Book Quality:
- Publisher Quality
- Book Size:
- 350 Pages
- ISBN-13:
- 9781317023050
- Related ISBNs:
- 9781409465782, 9781409465775, 9781315555249, 9780566092442, 9780566092442, 9781315555249, 9780566092442
- Publisher:
- Taylor and Francis
- Date of Addition:
- 03/20/20
- Copyrighted By:
- N/A
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance, Law, Legal Issues and Ethics
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.
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- by Christian Conrad
- by Marjorie Ellis Thompson
- in Nonfiction
- in Business and Finance
- in Law, Legal Issues and Ethics