The New Brand Spirit: How Communicating Sustainability Builds Brands, Reputations and Profits
| By: | Conrad, Christian, Mr |
| Publisher: | Taylor & Francis |
| Print ISBN: | 9780566092442 |
| eText ISBN: | 9781409465782 |
| Edition: | 0 |
| Format: | Reflowable |
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Effective sustainability communication can deliver business value. Get it wrong, however, and the reputational damage will be costly. Stakeholders, and the general public as well as activists, are unforgiving of companies whose products, services, business practices or culture fall short of their socially responsible rhetoric.
Based on close to one hundred in-depth interviews with leading experts, Christian Conrad and Marjorie Thompson's The New Brand Spirit helps corporate communications and marketing professionals tackle this conundrum by providing a first-hand view of eight distinct and relevant stakeholder perspectives. Nineteen comprehensive and well-researched best practice cases from sustainability leaders like IBM, Unilever, Marks