By Nicholas Ind
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Extra resources for Beyond Branding: How the New Values of Transparency and Integrity Are Changing the World of Brands
The list of jargon and buzz words goes on and on… This book promises to discuss the brave new world ‘beyond branding’ and explore how the suddenly trendy values of integrity and transparency are changing how brands are judged and how they should be managed by their corporate handlers. Unfortunately, the appeal of the title reflects what seems to be a widely held view today, that corporations and their brands have historically conducted themselves without integrity and without transparency. This realization should be met with riots and protests, and indeed it has, in Seattle and Davos and other cities where corporate leaders meet.
Neither do we seek to make yet another case for blindly investing in intangibles without measurable benefits to business. Rather, we are aiming to help businesses value, measure and manage business relationships more productively for everyone involved. The world is demanding from businesses a better understanding of how they manifest themselves in the world, yet today businesses seldom measure more than their financials. Businesses that don’t change this dynamic will increasingly put themselves at risk and miss valuable opportunities for generating sales, recruiting the best employees, raising capital and avoiding punitive legislation.
It is the prize as a brand that gives it this transformational quality. It confers moral authority on its winners. If the prize did not enjoy widespread recognition, a reputation for integrity and impact on the emotional needs of people, it would not have this capacity. More democracy and transparency ‘What is the meaning of democracy, freedom, human dignity, standard of living, self realization, fulfillment? Is it a matter of goods, or of people? Of course it is a matter of people’ (Schumacher, 1974).