9781119976677

Brand Valued : How Socially Valued Brands Hold the Key to a Sustainable Future and Business Success

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  • ISBN13:

    9781119976677

  • ISBN10:

    1119976677

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2011-07-05
  • Publisher: Wiley
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Summary

As experts in the communications field, the idea for this book has been born from the authors' research about the role of brands in society in general, but especially in the area of sustainability. They have discovered that the root cause of the problems we face in terms of the CSR/sustainability agenda is a collapse in Social Capital. If Social Capital can be improved and grown (ie: if more sustainable lifestyles can be created via large-scale behaviour change) we all stand to benefit in the long term. Brand New is based on a relatively simple and self-fulfilling model. The authors present new techniques that will assist brand managers, marketers, corporate communications specialists, account handlers, agency-side communication strategists to create better dialogue and communication with their audiences (eg: by becoming involved in shared thinking). The bond that is created through this connection creates deeper trust, which in turn has a net increase in Social Capital. Not only does society benefit from the messages promoted by the brand, but the brand forms strong and lasting connections - and trust - with customers. The key elements of this book are: Thought leadership for the development of a new brand strategy that reduce costs, and is of huge durable benefit to the organization through innovative and lasting solutions to problems, as well as the tools to put the thinking into action. Tools to stimulate and nurture dialogue creating trust between an audience and a brand and, in a wider sense, amongst the audience itself. Methods for extending the brand message to wider audiences (eg: rather than the brand being the traditional 'bond' with the audience, it becomes a 'bridge'. The authors use the analogy of bonds being the bolts in an engine (connecting specific parts), where bridges are the oil that make the whole engine work). Make brands become the engines of Social Capital banish unsustainable practices and create more sustainable behaviour patterns amongst consumers Case examples of what good looks like (although few organizations are getting this right)

Author Biography

Fernando Rodés Vilà is the Vice-Chairman of Havas, Co-Founder of the ARA newspaper, Catalonia, Chairman of the Sustainability Committee of Acciona and a member of the Board of Trustees of Fundació Natura. Previously, Fernando was CEO of Havas.

Guy Champniss is brand strategy and communications consultant, focusing on strategy in the context of sustainability, pro-social behaviour and brand community. Guy holds an MBA from IE (Madrid) and is carrying out doctoral research at Cranfield School of Management (UK).

Table of Contents

Acknowledgementsp. xi
List of Figuresp. xii
Introductionp. xvi
Setting the Scene - The Tangled Worlds of Brands and Social Capitalp. 1
Congratulations - It's a beautiful baby brandp. 3
Efficient and rational - adjectives of an erap. 9
From utilitarian to hedonic - when needs explodep. 11
Innocent bystanders or calculating protagonists?p. 18
Consume! Consume! Consume!p. 20
Which came first - brands or demand?p. 26
The public gets what the public wantsp. 32
Whatever you do, don't panicp. 33
The good guys and the bad guysp. 38
Devotees, Hostages and Criticsp. 39
Concluding remarksp. 44
The 'Unsustainability' of Sustainability and our Need to Understand the Era of Social Capital Risingp. 47
Charge!p. 49
Once upon a time, everything happenedp. 53
The wisdom of crowdsp. 56
Symptoms and causesp. 66
Water, water everywhere - How brands help us choosep. 70
Maximisers and satisficersp. 71
We can't have it allp. 74
Framesp. 78
Opportunity costs and trade-offsp. 80
Why encouraging satisficing would be so much better - for everyonep. 82
It's been emotionalp. 87
Wanting versus likingp. 92
Where have we ended up?p. 94
Including remarksp. 98
The Elixir of Life - Literally. Why We Depend on Social Capitalp. 103
The 'what' of social capitalp. 107
Social capital definedp. 109
Forms of social capitalp. 112
Strands of social capitalp. 119
Trust - Small word, big impactp. 124
What, then, is trust?p. 127
Brands and trustp. 134
The 'why' of social capitalp. 141
Social capital, brands and societyp. 142
Internal and external audiencesp. 145
Educationp. 147
Neighbourhoodsp. 148
Democracyp. 149
Health and wellbeingp. 150
Harmony and social capitalp. 154
Concluding remarksp. 158
Towards Social Equity Brands, and How a Social Capital Strategy Gets Us Therep. 161
Stand up Social Equity Brandsp. 167
Compelling narrativesp. 169
The power of emotionp. 175
From consumer to citizen (who consumes)p. 178
Value-in-usep. 180
Dialoguep. 183
Shared understandingp. 186
Balanced social capitalp. 187
From 'accessibility' to 'assessability'p. 189
Intrinsic trumps extrinsicp. 190
It's the experience that countsp. 192
From the 4Ps to the 5Is - Social Capital Strategyp. 195
Interconnectednessp. 201
Inclusivenessp. 205
Ignitionp. 209
Interestp. 212
Imaginationp. 215
Inside and outp. 218
Apples today, with oranges tomorrow - Measuring social capitalp. 222
Measuring the structural component - Dialoguep. 225
Measuring the cognitive component - Shared thinkingp. 227
Measuring the relational component - Trustp. 228
The Sustainable Futures Quotient - SFQp. 229
Bringing talk, thought and trust togetherp. 232
Social capital and brand locusp. 236
Concluding remarksp. 243
Broadcast Off, Dialogue On - Invitation to Form Bonding, Bridging and Linking Capital (Apply Online)p. 253
Ten brands heading towards becoming Social Equity Brands - a primer for conversationp. 256
Danonep. 257
Unileverp. 258
Pepsip. 260
Walmartp. 261
Equity Bankp. 262
Vodafonep. 263
Toyotap. 264
GEp. 265
IBMp. 266
Starbucksp. 268
End Notesp. 271
Indexp. 282
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