Nicholas Ind Libros

Editors Nicholas Ind and Sandra Horlings, along with chapter contributors provide a set of foundational attributes to help guide a strategy for responsible growth. These attributes span the public persona of an organization, the actions to take when things go wrong, the effort invested in developing relationships, the promotion of core values, and balancing success across various categories. They are then used to assess carefully selected case studies, which include H & M, TED, Wholefoods, and Kiva. Brands With a Conscience inspires via examples of companies that not only exhibit a genuine desire to operate ethically, but also have seen impressive success in terms of engagement with consumers, reputation, and return on investment. The book includes a range of practical tools that bring these concepts together to guide managers in building a brand strategy based on real world experience

A company's workforce is its most valuable asset, as employees translate strategy into reality, engage with consumers, and shape the corporate brand. This book illustrates how a participatory approach can enhance employee commitment, elevate service standards, and align efforts with business goals. By embedding meaning, purpose, and values within the organization, a culture of enthusiastic participation can be fostered. The text emphasizes that employees thrive in environments where they resonate with the brand, while organizations prosper when their brand holds relevance and significance. It asserts that purpose and values already exist; the challenge lies in effectively articulating and embedding them. Brand clarity fosters freedom, and brands truly come alive when the lines between internal and external perceptions blur. Additionally, the importance of stories and myths in sustaining brands is highlighted. Using original international case studies, the author explores the challenges of articulating and delivering brands through people, emphasizing that both organizations and individuals require values for their well-being and sense of worth. This practical and inspirational guide empowers organizations to cultivate brand champions among their employees.

When a customer, employee, or investor is faced with a choice of companies amidst a sea of competitors, they increasingly consider how responsible that organization is. Customers want to buy ethical and sustainable; employees want to feel a sense of purpose at work, and investors need reassurance that their investments are good for the long term. To be competitive and valuable to society, firms need to develop an organizational conscience that drives key strategic decisions and spurs sustainable and responsible innovation. In this book, the authors argue that organizations need to think critically about their role and to use their conscience to guide actions. With plenty of concrete suggestions based on substantive research, it shows how firms can reconcile the competing interests of stakeholders, create an organization that is fair, open and transparent and do the right thing while building a profitable business. With integrated videos and international case studies featuring multinational companies as well as small firms, this book explains how firms can make the transition to becoming conscientious.