Brands with a Conscience

How to Build a Successful and Responsible Brand

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Pub Date 28 Mar 2016 | Archive Date 23 Mar 2016


Editors Nicholas Ind and Sandra Horlings, along with chapter contributors provide a set of foundational attributes to help guide a strategy for responsible growth.  These attributes span the public persona of an organization, the actions to take when things go wrong, the effort invested in developing relationships, the promotion of core values, and balancing success across various categories.  They are then used to assess carefully selected case studies, which include H&M, TED, Wholefoods, and Kiva.  Brands With a Conscience inspires via examples of companies that not only exhibit a genuine desire to operate ethically, but also have seen impressive success in terms of engagement with consumers, reputation, and return on investment.  The book includes a range of practical tools that bring these concepts together to guide managers in building a brand strategy based on real world experience.

Editors Nicholas Ind and Sandra Horlings, along with chapter contributors provide a set of foundational attributes to help guide a strategy for responsible growth. These attributes span the public...

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ISBN 9780749475444
PRICE $29.95 (USD)

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Featured Reviews

Can a brand be a responsible brand? Surely a brand would not be knowingly irresponsible? The authors of this book and chapter contributors seek to show how a brand can have a conscience, being both successful and responsible at the same time.

It is not as far-fetched or impossible as it may first seem, since the public persona of an organization or brand is increasingly critical, especially in the age of social media where a sleight or mistake (whether justified or not) can be amplified beyond all recognition at lightning-speed and the Internet’s memory can be long and not necessarily forgiving. The reader is taken through the entire range of activities from developing the brand’s being to what to do when things start to go a little pear-shaped! Backed up by great theoretical advice, practical experience and a range of case studies, the reader can clearly understand the situation and formulate their own plans and strategies. The implementation might be the hardest part, but “no gain without pain” is an understood motto.

The book is relatively concise, yet it does not feel as if any shortcuts have been taken and you are definitely going to get your money’s worth. This is not a read-once sort of book and it may be a frequently consulted companion. There should be no shame in checking back on a key point or strategic action point.

The book notes rather well: “No matter what industry or size, whether you are an entrepreneur or a global corporation, the principles of conscientious branding apply. No effort is too small. Let the stories in this book be your inspiration and motivation. The time has come – business must change. The world demands it. Technology can enable it. But only your actions can make it happen. What will you do? The longest journey that people must take is the 18 inches between their heads and their hearts – then the most important step any organization or individual for that matter can take is the first step of that journey.”

Are you ready for that journey? Maybe after reading the book you will realise that there is a journey to be taken and you’d be a fool to not be joining in on the ride.

There is a wealth of additional, interesting background information that just pours out of the book. It delivers more than just what the core subject promises. The publisher has done an excellent job in corralling all of this information together, aided by a skilful editing process, so it is not an onerous book. Blink and you may miss something – you will pick out additional points with each reading. If you view the book as a series of fast-paced, compact executive briefings or snapshots built around a broad theme that are easy to pick up and run with you won’t be disappointed by its delivery. Information provided is informative and assistive, rather than hectoring and being reactive. You do not notice you are reading a fairly hefty textbook in other words.

This is a highly recommended book. You don’t necessarily need to have a brand under your supervision to benefit from it. It may help, yet you still will get a lot of useful information regardless.

Brands With a Conscience, written by Nicholas Ind & Sandra Horlings and published by Kogan Page. ISBN 9780749475444. YYYYY

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