Brands with a Conscience How to Build a Successful and Responsible Brand

"Brands with a Conscience presents a timely and necessary reflection on how brands should focus to remain competitive and relevant in today's marketplace. The cases and concluding framework showcase what have become the imperative foundations for building brands in a participative market where consumers, more than ever, have control over the identity of a brand. A must-read for any student, manager, or entrepreneur trying to contribute in making a better world." ("Francisco Guzman, Associate Professor, University of North Texas and Co-Editor of the Journal of Product and Brand Management")
"In an age of understandable scepticism about brands, it is refreshing to see a more rounded view of branding being taken by Sandra Horlings and Nicholas Ind. Being a brand with a conscience isn't another gimmick but should be a way of life for a brand; a recognition that brands can improve our lives. This interesting and varied collection of case studies highlights how deep seated values should be at the core of 21st Century brand management." ("Professor Stuart Roper, Bradford University School of Management")
"I like that Brands With a Conscience builds sustainable thinking and doing into their way of being. As a more than 300-hundred-years-old family business, Berry Bros. & Rudd share this ethos. To be successful over the long term, we know the importance of having a vision of the future, balancing a humanistic approach with commercial realities of running a business, and, critically, being able to know when to change and when to stay the same." ("Geordie Willis, Creative Director, Berry Bros. & Rudd")