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The New Brand Spirit : How Communicating Sustainability Builds Brands, Reputations and Profits - Christian, Mr Conrad

The New Brand Spirit

How Communicating Sustainability Builds Brands, Reputations and Profits

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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.

ISBN: 9781409465782
ISBN-10: 1409465780
Format: ePUB
Language: English
Number Of Pages: 350
Published: 28th December 2013
Edition Number: 1