The New Brand Spirit : How Communicating Sustainability Builds Brands, Reputations and Profits.

Cover -- Half Title -- Dedication -- Title Page -- Copyright Page -- Table of Contents -- List of Figures -- List of Tables -- About the Authors -- Foreword -- Acknowledgements -- Reviews of The New Brand Spirit -- Introduction -- Part I The Interviews The Questionnaire -- Chapter 1 Communicating Sustainability - the Civil Society Perspective -- Chapter 2 Communicating Sustainability - the Public Sector Perspective -- Chapter 3 Communicating Sustainability - the Supplier Perspective -- Chapter 4 Communicating Sustainability - the Employee Perspective -- Chapter 5 Communicating Sustainability to Customers and Consumers -- Chapter 6 Sustainable Consumption and the Social Responsibility of Marketers and Advertisers -- Chapter 7 Communicating Sustainability - the Shareholder Perspective -- Chapter 8 Communicating Sustainability - the Media Perspective -- Chapter 9 Communicating sustainability-the academic and expert perspective -- Part II The Cases -- Chapter 10 The Civil Society Perspective - Best Practice Cases -- Best Practice Case 1: Lifebuoy's Global Handwashing Behaviour Change Programme -- Best Practice Case 2: Fairtrade Comes of Age -- Chapter 11 The Public Sector perspective-best practice Cases -- Best Practice Case 3: The German Bio-label -- Best Practice Case 4: The French Environmental Labelling Experiment -- Chapter 12 The Supplier Perspective - best practice Cases -- Best Practice Case 5: The Tchibo and GIZ Worldwide Enhancement of Social Quality (WE) Project -- Best Practice Case 6: ROMP - Fully Traceable Organic High Fashion -- Chapter 13 The Employee Perspective - Best Practice Cases -- Best Practice Case 7: SKF BeyondZero -- Best Practice Case 8: IBM's World Community Grid - Technology Solving Problems -- Chapter 14 The Customer Perspective - Best Practice Cases -- Best Practice Case 9: Cadbury Dairy Milk goes Fairtrade.

Best Practice Case 10: The innocent Big Knit Campaign -- Best Practice Case 11: Max Burgers, Climate on (the) Menu -- Chapter 15 Sustainable Consumption and the Social Responsibility of Marketers and Advertisers - Best Practice Cases -- Best Practice Case 12: Coop Switzerland Sustainability Brand Communications -- Best Practice Case 13: Puma's Clever Little Bag -- Chapter 16 The Shareholder Perspective - Best Practice Case -- Best Practice Case 14: Novo Nordisk Integrated Reporting -- Chapter 17 The Media Perspective - Best Practice Case -- Best Practice Case 15: SAP Community Network -- Chapter 18 The Academic and Expert Perspective - Best Practice Cases -- Best Practice Case 16: Research by Professor C.B. Bhattacharya on the Effectiveness of CSR Communication -- Best Practice Case 17: The Natural Step Framework -- Chapter 19 Best Practice - Two Benchmark Cases for Communicating Corporate Sustainability -- Best Practice Case 18: Marks &amp -- Spencer's Plan A -- Best Practice Case 19: Interface Sustainability Communication 'Let's be Clear' -- Part III Summary and Outlook -- List of Contributors -- Index.

The core idea of The New Brand Spirit is to let stakeholders do the talking. Conrad and Thompson have interviewed close to 100 leading practitioners from eight different stakeholder perspectives, including NGOs, shareholders and supply chain. It provides an overview of the state-of-the art of CSR and sustainability communications from the frontlines of business, government and civil society. What makes the book unique and extremely useful is that it combines this helicopter view with 19 comprehensive and insightful case studies. It is both inspirational and extremely practical.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.