By Nicholas Ind
Научный взгляд на современный брендинг: философия и теория брендинга. Влияние новых общественных ценностей на мир брендов.
"... it's the view of the writers of this e-book that after companies account for fifty one of the most important a hundred financial entities on this planet, not just should still branding have a much wider social viewpoint, it needs to accomplish that whether it is to have persisted relevance.
Business has to have a human viewpoint in order that it merits humans instead of manipulates. It should be obvious and open whether it is to beat suspicions of duplicity.
We argue for an extended time period, people-centric view that stresses substance over hype. this can support to revive credibility and belief for manufacturers. it's going to re-affirm the mutual dedication of the employee/employer courting. it's going to provide strength to the patron. and it'll pressure the pre-eminence of the true shareholder over the speculator.
These are this kind of attributes we might count on of a country nation and more and more we think them of agencies. company can't imagine a place of dominance with out a concomitant assumption of accountability. via ignoring those components, we'll face extra protests from those that consider the specter of overweening company strength.
By accepting them enterprise may have a valuable impression and aid remedy (perhaps higher than govt) the most tough difficulties on the planet, whereas nonetheless creating wealth. To get there, businesses should include into their manufacturers a broader definition in their audiences and may need to undertake values that advertise a human concentration, authenticity, transparency and integrity. and they'll even have to undertake measuring structures that concentrate on reaping rewards not only monetary audiences...
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Additional info for Beyond Branding
Businesses that don’t change this dynamic will increasingly put themselves at risk and miss valuable opportunities for generating sales, recruiting the best employees, raising capital and avoiding punitive legislation. Whose Brand Is It Anyway? I 29 PEOPLE AND RELATIONSHIPS, NOT BUSINESS FUNCTIONS One area where this book would like to challenge traditional business thinking and approaches is in how we define value. Most corporations define and manage the value they create solely by financial measures – profitability and growth – with very little (if any) concern about the wider implications of their business processes.
He shouted. ‘I am loyal to myself! I am loyal to my community! ’ ‘Loyalty’ never was a very good word to describe repeat purchase. But the words we choose have a habit of betraying our underlying attitudes and assumptions. Marketers conjured up the word ‘loyalty’ because in their dreams consumers are, indeed, loyal to their brands. A human being ‘loyal’ to a soap powder? Or a bank account? Or an airline? As soon as we stop to think about it, we can see how absurd this notion is. Yet such absurdity is so common nowadays that no one (except a few iconoclastic comedians) blinks an eye.
This is not simply to suggest that businesses should set up corporate social responsibility departments. Rather CSR and the idea of sustainable business need to be incorporated into their operations. An example of this is the Dutch bank, ABN AMRO, which in consultation with NGOs is redefining existing and developing new policies on lending. It has started a programme of micro-loans to small businesses in developing countries, which provides small loans to individuals and small companies that do not have good access to the banking market.
Beyond Branding by Nicholas Ind