The New Brand Spirit: How Communicating Sustainability Builds Brands, Reputations and Profits

1st Edition

Christian Conrad, Marjorie Ellis Thompson

Routledge
Published November 13, 2013
Reference - 352 Pages
ISBN 9780566092442 - CAT# Y238554

For Instructors Request Inspection Copy

was $125.00

USD$100.00

SAVE ~$25.00

Add to Wish List
FREE Standard Shipping!

Summary

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.

Instructors

We provide complimentary e-inspection copies of primary textbooks to instructors considering our books for course adoption.

Request an
e-inspection copy

Share this Title