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.
Christian Conrad is Managing Partner of Sustainability Consultancy brands & values, which he co-founded in 2004 and supports clients in developing sustainability strategies, implementing them into the business and communicating them to stakeholders. In a consumer marketing career of more than 10 years, he worked for blue chip brands such as KelloggA's, where he was Marketing Director, and Unilever. He holds a degree in economics from the University of Mannheim, Germany. Marjorie E. Thompson is Managing director of C-3i, a communications consultancy she founded in 2002.. She has previously worked for some of BritainA's most famous brands including Saatchi and Saatchi, the Commission for Racial Equality, The Royal College of Nursing and The Campaign for Nuclear Disarmament. With Hamish Pringle she is the author of Brand Spirit, a bestselling Amazon Business Book of the Year.
Contents: Foreword, Hamish Pringle; Introduction; Part I The Interviews: The Questionnaire: Communicating sustainability - the civil society perspective; Communicating sustainability - the public sector perspective; Communicating sustainability - the supplier perspective; Communicating sustainability - the employee perspective; Communicating sustainability to customers and consumers; Sustainable consumption and the social responsibility of marketers and advertisers; Communicating sustainability - the shareholder perspective; Communicating sustainability - the media perspective; Communicating sustainability - the academic and expert perspective. Part II The Cases: The civil society perspective - best practice cases: Lifebuoy's global handwashing behaviour change programmes; Fairtrade comes of age; The public sector perspective - best practice cases: German Bio-label; The French environmental labelling experiment; The supplier perspective - best practice cases: The Tchibo and GIZ worldwide enhancement of social equality (WE) project; ROMP - fully traceable organic high fashion; The employee perspective - best practice cases: SKF BeyondZero; IBM's world community grid - technology solving problems; The customer perspective - best practice cases: Cadbury's Dairy Milk goes Fairtrade; The Innocent big knit campaign; Max burgers, climate on (the) menu; Sustainable consumption and the social responsibility of marketers and advertisers - best practice cases: Coop Switzerland sustainability brand communications; Puma's clever little bag; The shareholder perspective - best practice case: Novo Nordisk integrated reporting; The media perspective - best practice case: SAP community network; The academic and expert perspective - best practice cases: Research by Professor C.B. Bhattacharya on effectiveness of CSR communication; The natural step framework; Best practice - two benchmark cases for communicating corporate sustainability: Marks and Spencer's Plan A; Interface sustainability communication 'Let's be clear'. Part III Summary and Outlook; Index.