Your company's workforce is its most valuable asset. It is the employees who translate your organization's strategy into reality, interact with consumers and determine the corporate brand.Living the Brand demonstrates how you can empower and enthuse your employees to create "brand champions". This approach enhances employee commitment, improves service standards and focuses efforts to deliver business goals.This practical, inspirational book shows you that employee...

¿Qué tienen en común la marca hotelera de lujo Soneva y el distribuidor líder británico Tesco, o el gigante de gran consumo Unilever y la marca de ropa Patagonia? Pues que demuestran que ser una empresa con conciencia y ganar dinero son objetivos compatibles. En Empresas con conciencia, Nicholas Ind y Oriol Iglesias proporcionan un modelo de gestión a través del cual las empresas pueden transformarse y desarrollar un negocio con conciencia y rentable. Ilustrado con multitud de ejemplos de ...

¿Por qué deseamos una marca? ¿Qué es aquello que puede movernos irracionalmente a comprar una bicicleta de gama alta si apenas hemos sido ciclistas? o ¿Cuál es el glamour de los cuadernos Moleskine, que evita que utilicemos dispositivos electrónicos para la escritura de notas? Estas son algunas de las preguntas que se hicieron los profesores y consultores Nicholas Ind y Oriol Iglesias desde sus vivencias personales. A partir de sus investigaciones han creado un método para la con...

An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs.Brand management and development has traditionally been regarded as the responsibility of the organization – they design, produce and sell the brand, before delivering it to customers. Yet this approach can be needlessly restrictive, as the connective power of the internet and the desire of consumers to focus on ...

When a customer, employee, or investor is faced with a choice of companies amidst a sea of competitors, they increasingly consider how responsible that organization is. Customers want to buy ethical and sustainable; employees want to feel a sense of purpose at work, and investors need reassurance that their investments are good for the long term. To be competitive and valuable to society, firms need to develop an organizational conscience that drives key strategic decisions and spurs susta...

Desire is big business. If companies can create true desirability for their brands, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees.However, desire doesn't just happen. Brands need to nurture it by offering both security and surprise. This is...

L'identification des personnes est plus que jamais un enjeu économique et politique. Hier réalisée par le biais de fichiers papier, elle l'est désormais de plus en plus par Internet et par des bases informatiques recensant nos données personnelles. Ces bases de données semblent autoriser la réalisation des rêves du savant, du politique, de l'administrateur ou de l'entrepreneur, mais peuvent aussi tourner au cauchemar de l'exploitation de notre intimité et d'une société de surveillance – pa...

Internal branding is the cultural shift that occurs within an organization when employees become more customer-focused. By getting employees to truly commit to a brand's ideology internally, companies will find that their brand messages are conveyed externally much more effectively. Branding Inside Out is a multi-contributor text containing chapters from an array of senior professionals and academics, edited by the renowned branding expert and prolific author Nich...

The definitive expert guide to ethical brand practice from the prestigious Medinge Group, Brands with a Conscience dissects the philosophies underpinning sustainable brands to arrive at a set of eight clear guiding attributes which can be used as the foundation of a strategy for responsible growth. These attributes span the public persona of an organization, the actions to take when things go wrong, the effort invested in developing relationships, the promotion of...

Selon certains anciens manuscrits tibétains, Jésus aurait quitté le domicile familial à treize ans et se serait joint à une caravane de marchands. Sa destination ? L’Inde et l’Himalaya… Il y serait revenu après sa « résurrection » et, au Cachemire, à Srinagar, on montre actuellement le lieu où il aurait été enterré, après avoir fondé une famille, à l’âge de cent vingt ans. Quelle confiance accorder à tout cela ? C’est à cette question que répond le livre Le Christ de Srinagar La vie inconn...

Le cyber est sans conteste devenu un élément géopolitique, en ce qu’il façonne, à sa manière, les rapports entre acteurs du jeu international – le dossier proposé par ce numéro de Politique étrangère le rappelle. Mais en même temps qu’il les façonne il les subvertit, en ouvrant de nouveaux champs d’action à de multiples acteurs. Tenter de maîtriser ce nouvel espace stratégique, c’est s’interroger sur la grande diversité des pratiques cyber pouvant mettre en cause notre sécurité, s...

This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature.The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management fiel...