"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 is fresh thinking, which may help you think differently about brands." --- Marketing
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"This collection of articles by branding gurus argues that brands must adopt a wider social perspective if they are to stay relevant."--Business Ethics
About the Author
Nicholas Ind is an established author, consultant and academic. He writes for business journals including Brand Management and Strategy and Business. He teaches at the Oslo School of Management and is a visiting professor at ESADE in Barcelona. He is also the author of Living the Brand (published by Kogan Page).
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Most helpful customer reviews
By Iceboxlogic
Format:Hardcover
This is a minor masterpiece, this book. A former investigative reporter turned marketing consultant, I spent two intensive years at one of the world's best branded content shops and learned more from BEYOND BRANDING in a weekend's reading than I ever did at work. The play is simple: transparency rules and ethics rule transparency---there will be very little of value created in the coming networked knowledge economy [where corporate reputations are subject to laser-like scrutiny in the blogosphere] that isn't based on a trust relationship. Obama opened the door for this but the Europeans were looking hard at brand transparency and sustainable branding in 2000, right after Enron broke. Probably the best $40 I've ever spent on a business book, with the possible exception of [ASIN:1400064287 Made to Stick: Why Some Ideas Survive and Others Die]]
By A Customer
Format:Hardcover
In recent years, much has been made about the faults of the branding business. Most has spawned from a misunderstanding of the discipline or the misuse of the term. The authors, all of whom are long-time experts in the field and members of the Medinge branding think-tank, realize this; and rather than addressing the definition of the term (that is better done in a more rudimentary text), they have taken a higher ground by showing the possibilities of branding for the good of humanity.
In effect, Beyond Branding brings together knowledge of the world's leading branding authorities - and their most pressing issues - in one volume.
It is a "call to arms" for branding and business in general: the authors argue that the changes can take place immediately in any organization, beginning with the individual. To help their mission, there is a web site at www.beyond-branding.com, which features a regularly updated blog, which serves as both an appendix to the book and a way to interact with readers to effect their changes.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
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3 of 5 people found the following review helpful
5.0 out of 5 stars
A "call to arms" for business
Jan 20 2004
By A Customer
- Published on Amazon.com
Format:Hardcover
In recent years, much has been made about the faults of the branding business. Most has spawned from a misunderstanding of the discipline or the misuse of the term. The authors, all of whom are long-time experts in the field and members of the Medinge branding think-tank, realize this; and rather than addressing the definition of the term (that is better done in a more rudimentary text), they have taken a higher ground by showing the possibilities of branding for the good of humanity.
In effect, Beyond Branding brings together knowledge of the world's leading branding authorities - and their most pressing issues - in one volume.
It is a "call to arms" for branding and business in general: the authors argue that the changes can take place immediately in any organization, beginning with the individual. To help their mission, there is a web site at [...] which features a regularly updated blog, which serves as both an appendix to the book and a way to interact with readers to effect their changes.
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