Beyond Branding: How the New Values of Transparency and Integrity Are Changing the World of Brands

By Thomas Gad and Chris MacRae

Book Overview

Recent business scandals and the growth of globalization have contributed to a distrust of brands. Brands need to adapt to a wider social perspective to remain relevant and accepted. The authors here... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0749441151
• ISBN13: 9780749441159
• Release Date: January 2004
• Publisher: Kogan Page Business Books
• Length: 236 Pages
• Weight: 1.20 lbs.
• Dimensions: 9.4" x 0.9" x 6.1"

Customer Reviews

A "call to arms" for business

In recent years, much has been made about the faults of the branding business. Most has spawned from a misunderstanding of the discipline or the misuse of the term. The authors, all of whom are long-time experts in the field and members of the Medinge branding think-tank, realize this; and rather than addressing the definition of the term (that is better done in a more rudimentary text), they have taken a higher ground by showing the possibilities of branding for the good of humanity.In effect, Beyond Branding brings together knowledge of the world's leading branding authorities - and their most pressing issues - in one volume.It is a "call to arms" for branding and business in general: the authors argue that the changes can take place immediately in any organization, beginning with the individual. To help their mission, there is a web site at www.beyond-branding.com, which features a regularly updated blog, which serves as both an appendix to the book and a way to interact with readers to effect their changes.