Bøger af Nicholas Ind

Regardless of the service or products it provides, a company's corporate brand is responsible for its image and reputation in the minds of its products' consumers. And yet companies rarely focus on what leads to a successful corporate brand, concentrating their energy instead on their individual brand name products. In The Corporate Brand, Nicholas Ind argues strongly for a new focus on corporate brand development.Ind argues that organizations must use all forms of communication, including performance of specific products, employees' services, and advertising, to build effective interactive relationships with their customers. The Corporate Brand elucidates the methods used by successful corporate brands to build and maintain both "corporate identity" and reputation.

When a customer, employee, or investor is faced with a choice of companies amidst a sea of competitors, they increasingly consider how responsible that organization is. Customers want to buy ethical and sustainable; employees want to feel a sense of purpose at work, and investors need reassurance that their investments are good for the long term. To be competitive and valuable to society, firms need to develop an organizational conscience that drives key strategic decisions and spurs sustainable and responsible innovation. In this book, the authors argue that organizations need to think critically about their role and to use their conscience to guide actions. With plenty of concrete suggestions based on substantive research, it shows how firms can reconcile the competing interests of stakeholders, create an organization that is fair, open and transparent and do the right thing while building a profitable business.With integrated videos and international case studies featuring multinational companies as well as small firms, this book explains how firms can make the transition to becoming conscientious.

Branding Governance challenges traditional thinking on brands. Bestselling author Nicholas Ind and cross-cultural communications expert Rune Bjerke expose the flaws in a marketing-led approach to brand-building, and offer in its place a highly-participative, organization-wide process that delivers fulfillment to employees and value to customers.

Explore the potential in co-creation to use customer and client feedback to develop and encourage buyer engagement, with a view to building sales, developing brand strategy and retaining customers.

What determines the strength of a corporate brand? A corporate brand conveys a company's reputation to its audience. A successful corporate brand links the corporate name to the company's distinctive qualities such as service or value. It shows how successful corporate brands build and maintain both 'corporate identity' and reputation.

Living the Brand is a practical book which shows how organizations can empower and enthuse employees to create 'brand champions'. This approach can enhance employee commitment, improve service standards and focus efforts to deliver business goals.

Understand how branding can benefit employees, customers and investors, encouraging managers to rethink their fundamental assumptions about brands and marketing.