Beyond Branding

Beyond Branding challenges business to adapt to a world of transparency by adopting new ways of meeting the needs of stakeholders and by operating with openness and integrity. It is the view of the writers of this book that when businesses account for 51 of the largest 100 economic entities in the world, branding should not only have a wider social perspective, it must do so if it is to have continued relevance. Business has to have a human perspective so that it benefits people rather than manipulates. It has to be transparent and open if it is to overcome suspicions of duplicity. To be clear, the argument is not that business should suddenly become altruistic. That might feel good, but it is not sustainable. Rather business has to change its mode of thinking because it is good for business. It has to recognize its accountability not only to shareholders, but to all its audiences and to society as a whole.

Please visit www.beyond-branding.com for more information about this book and its authors.