THE NEW BRAND SPIRIT: HOW COMMUNICATING SUSTAINABILITY BUILDS BRANDS, REPUTATIONS AND PROFITS

Book ID/图书代码： 00870012B58001

English Summary/英文概要： Effective CSR communication offers organizations a tangible method of increasing their market value. Get it wrong, however, and the damage to your reputation will be long-lasting and severe. Activists and general stakeholders are particularly unforgiving of organizations whose products, services, business practices or culture fall short of their socially responsible rhetoric.

Christian Conrad and Marjorie Thompson’s The New Brand Spirit tackles this conundrum by unpacking the seven different stakeholder perspectives on corporate behaviour and communication.

1. The Societal Perspective
2. The Activist/NGO Perspective
3. The Political / Government perspective
4. The Shareholder perspective
5. The Customer/Consumer Perspective
6. The Organizational Perspective
7. The Academic Perspective

In each section, the authors provide (a) a description of the perspective; (b) the implications for the business or organization; (c) practical tools and techniques and the ideas applied and (d) examples and case studies.

The result is a book that will help senior executives, brand managers and those charged with corporate communication to: understand the relationship between corporate communication, corporate culture and corporate value; identify when, why and through what media they can best engage their stakeholders; design an approach to CSR communication that informs their own thinking as much as it does those to whom they seek to present their organization; most importantly, how to create economic value by communicating CSR effectively.

Chinese Summary/中文概要：

Awards/获奖情况：‘There isn’t a business person on the planet that isn’t concerned about sustainability practices across the stakeholder spectrum. Conrad and Thompson offer not only big strategic insights here but they have also curated the most comprehensive set of case stories I know of. This is important work and will be referenced time and time and time again.’

Jonathan Mildenhall, VP Global Advertising Strategy & Creative Excellence, Coca-Cola

‘The stream of global communications is ever flowing. A current of social responsibility cuts through it, while an undertow of misunderstanding preys on our perceptions. Marjorie Thompson and Christian Conrad help pilot us through with clear thinking and inspiring case histories of successful corporate responsibility.’

Tim Love, Vice Chairman Omnicom Group and CEO Omnicom Asia Pacific India Middle East Africa

‘Marjorie Thompson pioneered Corporate Social Responsibility twenty years ago when she established a specialist unit within Saatchi & Saatchi. At that time Marketing Directors shied away, disbelieving they could find mutual benefit between their brands and not-for-profit causes. Well those same Marketing Directors can now read the error of their ways in this definitive compendium of success stories. Choose to ignore Conrad and Thompson’s at your peril.’

Marcus Brown, Executive Vice President, Young & Rubicam, EMEA

About the Author/作者介绍： Christian Conrad is Managing Partner at the consultancy, Brands and Values. Christian gained extensive marketing experience during his 11 years of employment in the fast-moving consumer goods arena and was marketing director of KELLOGG (DEUTSCHLAND) GmbH until 2003. In this function he developed and implemented two Cause Related Marketing programmes.

As a partner of GoodBrand&Co (Deutschland) he was instrumental in creating the ’1 Liter for 10 Liters’ concept on the Volvic naturelle brand. His key areas of competence are CSR strategy and CSR communications.

Marjorie Ellis Thompson has worked for some of Britain’s most famous brands including the Campaign for Nuclear Disarmament, the Royal College of Nursing, the Commission for Racial Equality, and Saatchi & Saatchi. Since 2002 when she set up C-3i she has continued to advise, lobby, speak, coach and campaign on behalf of good causes.

Marjorie is co-author of Brand Spirit: How Cause-Related Marketing Builds Brands (1999) and is a trustee of Project Pressure, an artistic and scientific online collaboration illustrating the decline of the world’s glaciers and Why Me? a restorative justice charity.

Format:HARDCOVER

Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE

Complex/Traditional Chinese/繁体中文：AVAILABLE

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