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Brands with a Conscience

Brands with a Conscience

How to Build a Successful and Responsible Brand

Nicholas Ind, Sandra Horlings

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Create and sustain a culture that meets the needs of both internal and external stakeholders, inspired by this illustrious collection of international case studies from multiple brands.

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About the book

The definitive expert guide to ethical brand practice from the prestigious Medinge Group, Brands with a Conscience dissects the philosophies underpinning sustainable brands to arrive at a set of eight clear guiding attributes which can be used as the foundation of 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 measures of success across economic, human, social and environmental factors. They are then used as the criteria to assess twelve carefully selected case studies, which include Dilmah Tea, H&M, Dr. Hauschka, Merci and the John Lewis Partnership, amongst other leading international brands. Because the potential to have bad practice unmasked or to have successes amplified online is greater than ever, it pays to adopt a strategy that builds customer loyalty and trust.

Brands with a Conscience inspires via examples of brands which 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 to bring together the main concepts in an easy-to-adopt framework for building a brand strategy based upon real world experience. If you are a brand manager or marketing professional seeking a conscientious approach to consumer engagement, then Brands with a Conscience will support you every step of the way.

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;


Brands with a Conscience presents a timely and necessary reflection on how brands should focus to remain competitive and relevant in today's marketplace. The cases and concluding framework showcase what have become the imperative foundations for building brands in a participative market where consumers, more than ever, have control over the identity of a brand. A must-read for any student, manager, or entrepreneur trying to contribute in making a better world.
Francisco Guzman, Associate Professor, University of North Texas and Co-Editor of the Journal of Product and Brand Management

In an age of understandable scepticism about brands, it is refreshing to see a more rounded view of branding being taken by Sandra Horlings and Nicholas Ind. Being a brand with a conscience isn't another gimmick but should be a way of life for a brand; a recognition that brands can improve our lives. This interesting and varied collection of case studies highlights how deep seated values should be at the core of 21st Century brand management.
Professor Stuart Roper, Bradford University School of Management

I like that Brands With a Conscience builds sustainable thinking and doing into their way of being. As a more than 300-hundred-years-old family business, Berry Bros. & Rudd share this ethos. To be successful over the long term, we know the importance of having a vision of the future, balancing a humanistic approach with commercial realities of running a business, and, critically, being able to know when to change and when to stay the same.
Geordie Willis, Creative Director, Berry Bros. & Rudd

Book Details

  • EAN: 9780749475444
  • Edition: 1
  • Published: 3rd March 2016
  • Paperback
  • Format: 233x156
  • 240 pages

About the Author

Nicholas Ind is an associate professor at Oslo School of Management and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. He is former director of the Design Business Association (UK), a member of the advisory board of Corporate Reputation Review and the editorial board of the Journal of Brand Management. He was a founder member of the Medinge Group, an international branding think tank. Nicholas is the author of eleven books including Beyond Branding, Living the Brand and Brand Together, all published by Kogan Page.

Sandra Horlings is a branding and marketing consultant specializing in sustainable business development in a circular economy. Before she founded Wonderwings in 2008, she was a member of the BBDO board in the Netherlands and responsible for Proximity in Amsterdam. Sandra is a guest lecturer and corporate trainer. She is a member of Medinge and a founder of Wereldmarketeers, a Dutch knowledge and inspiration platform for marketers and entrepreneurs on sustainable innovation, endorsed by NIMA, the Dutch Marketing Association.

Nicholas Ind

Sandra Horlings