Routledge - The New Brand Spirit Sustainability Book

Effective sustainability communication can deliver real business value, but mistakes can lead to costly reputational damage. In The New Brand Spirit, authors Christian Conrad and Marjorie Thompson address the challenges faced by companies whose business practices may not match their socially responsible claims. Stakeholders, activists, and the general public are increasingly critical of brands that fail to meet their own rhetoric. This book provides practical guidance for corporate communications and marketing professionals. Drawing on nearly one hundred in-depth interviews with leading experts, the authors offer a first-hand look at how to navigate the complex landscape of sustainability. By understanding the different ways brands interact with their audiences, professionals can better manage their reputations and build long-term value through honest and effective communication strategies.