Good for Business The Rise of the Conscious Corporation

by Benett, Andrew; O'Reilly, Ann; Gobhai, Cavas; Welch, Greg

• ISBN13: 9780230103450
• ISBN10: 0230103456
• Edition: Reprint
• Format: Paperback
• Copyright: 2010-11-23
• Publisher: St. Martin's Griffin

Summary

Today, having a respected brand matters a lot, and corporations from Wal-Mart to GE are transforming the way they do business to earn their customers' loyalty. In this timely book, a diverse group of branding gurus illustrate how the most dynamic companies of today are charting a new path for the corporate brand of tomorrow through four key elements: Purpose beyond Profit, Humanized Leadership, Corporate Consciousness, and Collaborative Partnerships. Going forward, corporate culture and social responsibility will sit at the center of brand strategy.

Author Biography

Andrew Benett is co-CEO of marketing communications agency Euro RSCG NY and global chief strategy officer of Euro RSCG Worldwide. In 2009, Andrew was named to Crain’s New York Business’s “40 Under 40.”

Cavas Gobhai, former CEO of Synectics, is a leading business consultant specializing in strategy and innovation for senior management teams. Over thirty-plus years, he has worked with more than one hundred leading U.S. and international organizations, including Kraft, Coca-Cola, and Bayer.

Ann O’Reilly is content director of Euro RSCG Worldwide’s Knowledge Exchange. She is co-author of The Future of Men (Palgrave 2005) and Buzz (2003).

Greg Welch is global leader for the Consumer Goods & Services Practice at executive search firm Spencer Stuart. He is co-founder of the M50 marketing group and creator of Spencer Stuart’s annual CMO Summit and Marketing Officer Practice.

Table of Contents

Acknowledgments	p. vii
Preface	p. xi
The Consumer and the Company of the Future
Rethinking the Role of the Corporation	p. 3
Welcome to the Consumer Republic	p. 19
Four Cornerstones of the Conscious Corporation	p. 39
Reinventing Corporate Culture
The Corporate Brand of the Future and the Rewards of Reputation	p. 63
What It Takes to Be a Leader of Tomorrow	p. 81
Creating a Culture to Engage the Talent of Tomorrow	p. 103
Empowering Effective Brand Messengers in a Second-Opinion Society	p. 123
Accelerating the Momentum of the Corporate Brand
Vision, Shmision-Getting Real with a Useful Statement of Direction	p. 147
Living the USOD: How to Embed and Sustain It	p. 167
Maximizing Tomorrow's Brand Value by Living Clear Values Today	p. 183
Appendix	p. 205
Notes	p. 219
Index	p. 235
Table of Contents provided by Ingram. All Rights Reserved.