ESCP Europe

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.

Table of contents Chapter - 01: Introduction, by Ava Hakim;Chapter - 02: Case Study 1: Dilmah Tea, by Jack Yan;Chapter - 03: Case Study 2: John Lewis Partnership, by Erika Uffindell & Simon Paterson;Chapter - 04: Case Study 3: Dr. Hauschka by Brigitte Stepputtis;Chapter - 05: Case Study 4: Merci by Philippe Mihailovich;Chapter - 06: Case Study 5: Tony's Chocolonely by Sandra Horlings;Chapter - 07: Case Study 6: Slow Food by Peter Brown;Chapter - 08: Case Study 7: DNV GL by Nicholas Ind;Chapter - 09: Case Study 8: Cosentino by Cristián Saracco;Chapter - 10: Case Study 9: TATA Steel by Horo Sudhir;Chapter - 11: Case Study 10: Placebranding by Nikolaj Stagis;Chapter - 12: Case Study 11: Leadership by Enric Bernal;.