£137.98

Routledge - The New Brand Spirit Sustainability Book

Name: Routledge - The New Brand Spirit Sustainability Book
Brand: Routledge
Price: 137.98 GBP
Availability: InStock

Communication & Presentation

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Description

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.

Key Features

Provides a first-hand view of eight distinct and relevant approaches to sustainability communication based on expert research.

Includes insights from close to one hundred in-depth interviews with leading industry experts.

Helps marketing and communications professionals avoid the reputational damage caused by inconsistent social responsibility claims.

Offers guidance on how to manage expectations from stakeholders, activists, and the general public.

Connects sustainable communication strategies directly to business value and brand reputation management.

Product Specifications

Brand: Routledge
Format: hardcover
ASIN: 0566092441
Category: Books > Subjects > Business, Finance & Law > Management > Management Skills > Communication & Presentation
Domain: Amazon UK
Release Date: 13 November 2013
Listed Since: 17 June 2013

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Routledge - The New Brand Spirit Sustainability Book

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