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- Wiley
More About This Title Brand Valued - How Socially Valued Brands Hold the Key to a Sustainable Future and Business Success
English
How do you establish and maintain a strong long-term relationship between your brand and your consumers? Successful brand managers know that it is all about trust and keeping the consumers engaged.
The success of recent "green" campaigns as a means of connecting with, satisfying, and attracting new consumers is just the tip of the iceberg. As the international playing field continues to be leveled, in order to sustain and expand their success, brand owners must interact with their customers more than ever before, forging new and stronger links, and increasing their stock of social capital.
At last, there is a book that addresses the growing significance of social capital in the business world. Brand Valued explores how as the strength, depth, and quality of interactions between a brand and its customers improve, increased opportunities to demonstrate trustworthiness arise. This in turn creates a self-fulfilling cycle, wherein trust begets social capital, which begets more trust—and even shared thinking—not to mention better sales.
Brand Valued will receive the full support of Havas, the fifth largest global communication and marketing services group in the world.
In easy to understand terms, and using concrete examples, Brand Valued provides:
- The tools necessary to stimulate dialogue—and new ways of thinking—between a brand and its intended audience
- Methods for extending brand messaging to wider audiences
- Ideas on how to make brands the engines of social capital, getting rid of unsustainable practices to foster more sustainable patterns of consumer behaviour
- Suggestions for the development of a new brand strategy that reduces costs through innovative and lasting solutions to problems
- Unpublished data on the role of consumer trust in new products based on research carried out by the Havas Group across over 150 brands in nine different markets
- A wiki component to the book in an accompanying website.
Designed to forge stronger channels of dialogue and communication with customers and consumers, the book is a must-read for anyone committed to keeping their brand relevant in the twenty-first century.
English
Guy Champniss is brand strategy and communications consultant, focusing on strategy in the context of sustainability, pro-social behaviour and brand community. Guy holds an MBA from IE (Madrid) and is carrying out doctoral research at Cranfield School of Management (UK).
English
List of Figures xii
Introduction xvi
PART I Setting the Scene – The Tangled Worlds of Brands and Social Capital 1
CHAPTER 1 Congratulations – It’s a beautiful baby brand . . . 3
Efficient and rational– adjectives of an era 9
From utilitarian to hedonic– when needs explode 11
CHAPTER 2 Innocent bystanders or calculating protagonists? 18
Consume! Consume! Consume! 20
Which came first– brands or demand? 26
CHAPTER 3 The public gets what the public wants 32
Whatever you do, don’t panic . . . 33
The good guys and the bad guys 38
Devotees, Hostages and Critics 39
Concluding remarks 44
PART II The ‘Unsustainability’ of Sustainability and our Need to Understand the Era of Social Capital Rising 47
CHAPTER 4 Charge! 49
Once upon a time, everything happened 53
The wisdom of crowds 56
Symptoms and causes 66
CHAPTER 5 Water, water everywhere – How brands help us choose 70
Maximisers and satisficers 71
We can’t have it all 74
Frames 78
Opportunity costs and trade-offs 80
Why encouraging satisficing would be so much better– for everyone 82
CHAPTER 6 It’s been emotional 87
Wanting versus liking 92
Where have we ended up? 94
Concluding remarks 98
PART III The Elixir of Life – Literally. Why We Depend on Social Capital 103
CHAPTER 7 The ‘what’ of social capital 107
Social capital defined 109
Forms of social capital 112
Strands of social capital 119
CHAPTER 8 Trust – Small word, big impact 124
What, then, is trust? 127
Brands and trust 134
CHAPTER 9 The ‘why’ of social capital 141
Social capital, brands and society 142
Internal and external audiences 145
Education 147
Neighbourhoods 148
Democracy 149
Health and wellbeing 150
Harmony and social capital 154
Concluding remarks 158
PART IV Towards Social Equity Brands, and How a Social Capital Strategy Gets Us There 161
CHAPTER 10 Stand up Social Equity Brands 167
Social Equity Trait #1: Compelling narratives 169
Social Equity Trait #2: The power of emotion 175
Social Equity Trait #3: From consumer to citizen (who consumes) 178
Social Equity Trait #4: Value-in-use 180
Social Equity Trait #5: Dialogue 183
Social Equity Trait #6: Shared understanding 186
Social Equity Trait #7: Balanced social capital 187
Social Equity Trait #8: From ‘accessibility’ to ‘assessability’ 189
Social Equity Trait #9: Intrinsic trumps extrinsic 190
Social Equity Trait #10: It’s the experience that counts 192
CHAPTER 11 From the 4Ps to the 5Is – Social Capital Strategy 195
Interconnectedness 201
Inclusiveness 205
Ignition 209
Interest 212
Imagination 215
Inside and out 218
CHAPTER 12 Apples today, with oranges tomorrow – Measuring social capital 222
Measuring the structural component– Dialogue 225
Measuring the cognitive component– Shared thinking 227
Measuring the relational component– Trust 228
The Sustainable Futures Quotient– SFQ 229
Bringing talk, thought and trust together 232
Social capital and brand locus 236
Concluding remarks 243
PART V Broadcast Off, Dialogue On – Invitation to Form Bonding, Bridging and Linking Capital (Apply Online) 253
Ten brands heading towards becoming Social Equity Brands– a primer for conversation 256
Danone 257
Unilever 258
Pepsi 260
Walmart 261
Equity Bank 262
Vodafone 263
Toyota 264
GE 265
IBM 266
Starbucks 268
End Notes 271
Index 282
