Beyond Branding: How the New Values of Transparency and Integrity Are Changing the World of Brands
Author: Nicholas Ind, Denzil Meyers, Jack Yan, Sicco van Gelder
List Price: $39.95
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ISBN: 0749441151
Publisher: Kogan Page Ltd (January, 2004)
Sales Rank: 69,421
Average Customer Rating: 5 out of 5
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A "call to arms" for business
In recent years, much has been made about the faults of the branding business. Most has spawned from a misunderstanding of the discipline or the misuse of the term. The authors, all of whom are long-time experts in the field and members of the Medinge branding think-tank, realize this; and rather than addressing the definition of the term (that is better done in a more rudimentary text), they have taken a higher ground by showing the possibilities of branding for the good of humanity.In effect, Beyond Branding brings together knowledge of the world's leading branding authorities - and their most pressing issues - in one volume.
It is a "call to arms" for branding and business in general: the authors argue that the changes can take place immediately in any organization, beginning with the individual. To help their mission, there is a web site at www.beyond-branding.com, which features a regularly updated blog, which serves as both an appendix to the book and a way to interact with readers to effect their changes.
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