Brands with a conscience : how to build a successful and responsible brand / [edited by] Sandra Horlings and Nicholas Ind
- Published
- London ; Philadelphia : Kogan Page Limited, 2016.
- Physical Description
- 1 online resource
- Additional Creators
- Horlings, Sandra and Ind, Nicholas
Access Online
- Contents
- Machine generated contents note: A butterfly flaps its wings -- The world changes -- The rise of business consciousness -- Conscientious business: a force for good -- Conscientious brands: change the world -- The enlightenment. A movement. Your imperative -- Notes -- 1.Dilmah Tea: Business is a matter of human service / Jack Yan -- Tell the truth -- The man behind the brand -- Value creation for all -- Spreading wealth -- A sustainable approach -- Staying the course -- Reflective questions -- Star for Life -- Annette Rosencreutz -- A brand for a better future -- 2.John Lewis Partnership: Partnership for all / Simon Paterson -- A conscious brand, a conscious business model -- Ahead of its time -- One of a kind -- The difference -- in action -- Values-based brand building -- Reframing for the present day -- Fit for the future -- Reflective questions -- Notes -- Influence at adidas / Nicholas Ind -- Be open-minded and look towards the future -- A journey into the mainstream -- Notes -- 3.Dr Hauschka: Healthy business / Brigitte Stepputtis -- Would you like to work for a leading company -- Led by the rhythms of life -- The influence of Rudolf Steiner -- From medicines to cosmetics -- A name change, rebranding avant la lettre} -- An anthroposophic business model -- Environmentally healthy for all -- Raw materials from Bulgaria, India, Iran and Afghanistan -- From nice to indispensable lifestyle brand -- The future of natural cosmetics -- Reflective questions -- Notes -- Alqvimia: The energy that will save the world / Guiseppe Cavallo -- Feminine energy and ancient wisdom -- Showing the true face of Alqvimia: the art of speaking out -- A solid business with a feminine spirit -- Note -- 4.Merci `destination store', Paris: What destiny for this lifestyle design concept store? / Philippe Mihailovich -- Surprise! -- Who thought of this in the first place? -- It's about saying thank you -- It is also about business -- Exceptional people, objects and events -- A foundation of friends and family -- Destination London -- Comment -- Reflective questions -- Notes -- Sustainable fashion at H&M / Brigitte Stepputtis -- Notes -- 5.Tony's Chocolonely: Crazy about chocolate, serious about people / Sandra Horlings -- Driven by a cause -- Where marketing meets journalism -- Make the story stick -- From ideal to business, from a business perspective -- From small business to market challenger -- Reflective questions -- Notes -- Lovechock: Happiness inside / Sandra Horlings -- Brief encounter -- Purpose, perseverance and possibilities -- True to the heart of the business -- 6.Slow Food: The case for eco-gastronomy / Peter Brown -- Good, clean and fair: the evolution of Slow Food -- What is the conscience of the Slow Food brand? Ill Slow Food as an evolving conscience with practical application -- Slow Food: a brand with deep political conscience, but political independence -- Slow Food in practice: a global conscience with local autonomy -- Slow Food and personal leadership: leading by personal example -- Slow Food: demonstrating the features of a brand with a conscience -- What next? Slow Food in the 2020s -- Reflective questions -- Notes -- Vegetalia: nourishing life / Guiseppe Cavallo -- 7.DNVGL: Back to the future: sustainability at DNVGL / Nicholas Ind -- Sustainability as a perspective -- Bringing sustainability to life -- Engaging customers -- Creating new narratives -- The role of business: influences -- Reflective questions -- Notes -- Unilever and the green bond / Nicholas Ind -- 8.Cosentino: Conversations carved in stone / Cristian Saracco -- `Stone people' with a great sense of compassion -- Innovation as the cornerstone to success -- Social and environmental issues with the weight of stone -- Conversations with people etched in stone -- Two-way communication -- The path to building the triple bottom line -- Online conversations that flow like pebbles -- Co-creation without stumbling on stones along the way -- Reflective questions -- 9.Tata Steel: Building a caring organization / Sudhir John Horn -- An overview -- Setting a winning mood -- An alternative legal structure -- Building brand Tata -- Tata's vision -- Tata Steel: proven mettle in philanthropy -- Tata Steel and legacy giving -- Transforming into a caring company -- Building an organization of the future: how is Tata Steel shaping itself? -- Conclusion -- Reflective questions -- Notes -- Handelsbanken: No targets, no budgets and little marketing -- and yet, multiplying branches in Britain / Erika Uffindell -- An example of a conscious, sustainable, bank brand -- No targets, no budgets and little marketing -- Decentralization and freedom of authority -- Prudence and long-term thinking -- The value of direct human contact -- Innovative and open-minded -- No bonuses, no temptation -- Having a wide and socially useful purpose -- Slow but stable growth -- 10.Place Branding: Branding the place and growing the good life / Nikolaj Stagis -- Urbanization is changing places around the globe -- Copenhagen -- green smart thinking -- Lejre -- the organic municipality -- The Citta `Slow' movement focuses on quality of life -- Creating conscious uniqueness -- Democracy as a differentiation paradox -- Conscious means involvement and interaction -- Morality as a primary force in the conscious city brand -- Developing the conscious place brand -- Key learnings -- Reflective questions -- Note -- Cork -- big on life / Malcolm Allan -- Tower of Babel -- Involve the community -- A compelling and uplifting melody -- Notes -- 11.Exploiting leadership to better the world / Enric Bernal -- Corporate social responsibility -- Three more levels -- Bold steps that have impact -- 12.How to be a brand with a conscience / Nicholas Ind -- Now how? -- A new role for brand leaders -- Notes.
- Subject(s)
- ISBN
- 9780749475451 (electronic bk.)
0749475455 (electronic bk.) - Note
- Includes index.
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