Good for business: the rise of the conscious corporation

In this timely book, two top branding experts team up with a highly regarded specialist in corporate culture and a leading global search consultant to illustrate just how the most dynamic and promising companies of today are chartinga new path for the corporate brand of tomorrow. ANDREW BENETT is CEO of Euro RSCG NY and Global Chief Strategy Officer of Communications firm Euro RSCG Worldwide. His work has been published in Brandweek, Adweek, and Adage. ANN O'REILLY is Content Director of Euro RSCG's Knowledge Exchange. She is co-author, with Marian Salzman and Ira Matathia, of The Future of Men (Palgrave Macmillan, 2005) and Buzz (Wiley& Sons/Brandweek Books,2003). GREG WELCH is a Global Practice Leader at Spencer Stuart. He is co-founder of the M50 marketing group and creator of Spencer Stuart's annual CMO Summit, which has been featured on CNBC and in WSJ and BusinessWeek. CAVAS GOBHAIis a former CEO of Synectics, Inc. and a leading business consultant specializing in corporate strategy, creativity, and collaboration. INDICE: - PART I: THE CONSUMER AND THE COMPANY OF THE FUTURE - Rethinking the Role of the Corporation - Welcome to the Consumer Republic - Four Cornerstones of the Corporate Brand of the Future - PART II: REINVENTING CORPORATE CULTURE - The Conscious Corporate Brand and the Rewards of Reputation - What It Takes to Be a Leader of Tomorrow - Creating a Culture to Engage the Talent of Tomorrow - Creating Effective Brand Messengers in a Second-Opinion Society - PART III: ACCELERATING THE MOMENTUM OF THE CORPORATE BRAND - Vision, Shmision - Getting Real with a Useful Statement of Direction - Living the USOD: Embeddingand Sustaining It - Maximizing Tomorrow's Brand Value by Living Clear Values Today

• ISBN: 978-0-230-61687-5
• Editorial: Palgrave Macmillan
• Encuadernacion: Cartoné
• Páginas: 256
• Fecha Publicación: 13/10/2009
• Nº Volúmenes: 1
• Idioma: Inglés