New Brand Spirit

Effective sustainability communication can deliver business value. Get it wrong however and the reputational damage will be costly. Stakeholders and the general public as well as activists are unforgiving of companies whose products services business practices or culture fall short of their socially responsible rhetoric. Based on close to one hundred in-depth interviews with leading experts Christian Conrad and Marjorie Thompson's The New Brand Spirit helps corporate communications and marketing professionals tackle this conundrum by providing a first-hand view of eight distinct and relevant stakeholder perspectives. Nineteen comprehensive and well-researched best practice cases from sustainability leaders like IBM Unilever Marks & Spencer and Puma will inspire all those tasked with communicating sustainability with practical and applicable tools and lessons learned. The result is a book that will enable senior executives corporate communication professionals and brand managers to decide when to whom and how to communicate sustainability related messages - and when not to.