Beyond Branding shows that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing.
Beyond Branding shows that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing.
Nicholas Ind is a corporate branding and communication consultant. He is the author of a number of business books including: Living the Brand, The Corporate Image and Great Advertising Campaigns. He has also written a biography of Terence Conran.
"This is an inspiring book, a plea for the new approach - one that
does not just put the heart back into brand planning, but puts the
brand back at the heart of the organization. It will help you think
differently about brands."
*Marketing magazine*
"Beyond Branding widens the narrow worldview of brands: one which
is short-termist, shareholder focused, narcissistic and
communications led."
*Commerce & Industry*
"Based on international case studies, this book uses all the latest
research."
*The Bookseller*
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