T&F logoTaylor & Francis Group logoTaylor & Francis Group logo
Search all titles
  • Search all titles

  • Search all collections

  • Login
  • Hi, User  
    • Your Account

    • Logout

  • Search all titles
  • Search all collections
loading

The New Brand Spirit

DOI link for The New Brand Spirit

The New Brand Spirit book

How Communicating Sustainability Builds Brands, Reputations and Profits

The New Brand Spirit

DOI link for The New Brand Spirit

The New Brand Spirit book

How Communicating Sustainability Builds Brands, Reputations and Profits
ByChristian Conrad, Marjorie Ellis Thompson
Edition 1st Edition
First Published 2013
eBook Published 3 March 2016
Pub. location London
Imprint Routledge
DOI https://doi.org/10.4324/9781315555249
Pages 350 pages
eBook ISBN 9781315555249
SubjectsEconomics, Finance, Business & Industry
Share
Share

Get Citation

Conrad, C., Thompson, M. (2013). The New Brand Spirit. London: Routledge, https://doi.org/10.4324/9781315555249

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.

TABLE OF CONTENTS

part |6 pages

Part I The Interviews The Questionnaire

chapter 1|24 pages

Communicating Sustainability – the Civil Society Perspective

chapter 2|14 pages

Communicating Sustainability – the Public Sector Perspective

chapter 3|14 pages

Communicating Sustainability – the Supplier Perspective

chapter 4|12 pages

Communicating Sustainability – the Employee Perspective

chapter 5|20 pages

Communicating Sustainability to Customers and Consumers

chapter 6|12 pages

Sustainable Consumption and the Social Responsibility of Marketers and Advertisers

chapter 7|12 pages

Communicating Sustainability – the Shareholder Perspective

chapter 8|14 pages

Communicating Sustainability – the Media Perspective

chapter 9|18 pages

Communicating Sustainability – the Academic and Expert Perspective

part |4 pages

Part II The Cases

chapter 10|18 pages

The Civil Society Perspective – Best Practice Cases Best Practice Case 1: Lifebuoy’s Global Handwashing Behaviour

chapter 11|12 pages

The Public Sector Perspective – Best Practice Cases

chapter 12|18 pages

The Supplier Perspective – Best Practice Cases Best Practice Case 5: The Tchibo and GIZ Worldwide

chapter 13|16 pages

The Employee Perspective – Best Practice Cases

chapter 14|20 pages

The Customer Perspective – Best Practice Cases

chapter 15|14 pages

Sustainable Consumption and the Social Responsibility of Marketers and Advertisers – Best Practice Cases Best Practice Case 12: Coop Switzerland Sustainability

chapter 16|8 pages

The Shareholder Perspective – Best Practice Case

chapter 17|8 pages

The Media Perspective – Best Practice Case

chapter 18|14 pages

The Academic and Expert Perspective – Best Practice Cases Best Practice Case 16: Research by Professor C.B. Bhattacharya on

chapter 19|18 pages

Best Practice – Two Benchmark Cases for Communicating Corporate Sustainability

T&F logoTaylor & Francis Group logo
  • Policies
    • Privacy Policy
    • Terms & Conditions
    • Cookie Policy
    • Privacy Policy
    • Terms & Conditions
    • Cookie Policy
  • Journals
    • Taylor & Francis Online
    • CogentOA
    • Taylor & Francis Online
    • CogentOA
  • Corporate
    • Taylor & Francis Group
    • Taylor & Francis Group
    • Taylor & Francis Group
    • Taylor & Francis Group
  • Help & Contact
    • Students/Researchers
    • Librarians/Institutions
    • Students/Researchers
    • Librarians/Institutions

Connect with us

Registered in England & Wales No. 3099067
5 Howick Place | London | SW1P 1WG © 2019 Informa UK Limited