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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).
Acknowledgements | p. xi |
List of Figures | p. xii |
Introduction | p. xvi |
Setting the Scene - The Tangled Worlds of Brands and Social Capital | p. 1 |
Congratulations - It's a beautiful baby brand | p. 3 |
Efficient and rational - adjectives of an era | p. 9 |
From utilitarian to hedonic - when needs explode | p. 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 wants | p. 32 |
Whatever you do, don't panic | p. 33 |
The good guys and the bad guys | p. 38 |
Devotees, Hostages and Critics | p. 39 |
Concluding remarks | p. 44 |
The 'Unsustainability' of Sustainability and our Need to Understand the Era of Social Capital Rising | p. 47 |
Charge! | p. 49 |
Once upon a time, everything happened | p. 53 |
The wisdom of crowds | p. 56 |
Symptoms and causes | p. 66 |
Water, water everywhere - How brands help us choose | p. 70 |
Maximisers and satisficers | p. 71 |
We can't have it all | p. 74 |
Frames | p. 78 |
Opportunity costs and trade-offs | p. 80 |
Why encouraging satisficing would be so much better - for everyone | p. 82 |
It's been emotional | p. 87 |
Wanting versus liking | p. 92 |
Where have we ended up? | p. 94 |
Including remarks | p. 98 |
The Elixir of Life - Literally. Why We Depend on Social Capital | p. 103 |
The 'what' of social capital | p. 107 |
Social capital defined | p. 109 |
Forms of social capital | p. 112 |
Strands of social capital | p. 119 |
Trust - Small word, big impact | p. 124 |
What, then, is trust? | p. 127 |
Brands and trust | p. 134 |
The 'why' of social capital | p. 141 |
Social capital, brands and society | p. 142 |
Internal and external audiences | p. 145 |
Education | p. 147 |
Neighbourhoods | p. 148 |
Democracy | p. 149 |
Health and wellbeing | p. 150 |
Harmony and social capital | p. 154 |
Concluding remarks | p. 158 |
Towards Social Equity Brands, and How a Social Capital Strategy Gets Us There | p. 161 |
Stand up Social Equity Brands | p. 167 |
Compelling narratives | p. 169 |
The power of emotion | p. 175 |
From consumer to citizen (who consumes) | p. 178 |
Value-in-use | p. 180 |
Dialogue | p. 183 |
Shared understanding | p. 186 |
Balanced social capital | p. 187 |
From 'accessibility' to 'assessability' | p. 189 |
Intrinsic trumps extrinsic | p. 190 |
It's the experience that counts | p. 192 |
From the 4Ps to the 5Is - Social Capital Strategy | p. 195 |
Interconnectedness | p. 201 |
Inclusiveness | p. 205 |
Ignition | p. 209 |
Interest | p. 212 |
Imagination | p. 215 |
Inside and out | p. 218 |
Apples today, with oranges tomorrow - Measuring social capital | p. 222 |
Measuring the structural component - Dialogue | p. 225 |
Measuring the cognitive component - Shared thinking | p. 227 |
Measuring the relational component - Trust | p. 228 |
The Sustainable Futures Quotient - SFQ | p. 229 |
Bringing talk, thought and trust together | p. 232 |
Social capital and brand locus | p. 236 |
Concluding remarks | p. 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 conversation | p. 256 |
Danone | p. 257 |
Unilever | p. 258 |
Pepsi | p. 260 |
Walmart | p. 261 |
Equity Bank | p. 262 |
Vodafone | p. 263 |
Toyota | p. 264 |
GE | p. 265 |
IBM | p. 266 |
Starbucks | p. 268 |
End Notes | p. 271 |
Index | p. 282 |
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The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.