As experts in the communications field, the idea for this book has been born from the authors’ research about the role of brands in society in general, but especially in the area of sustainability. They have discovered that the root cause of the problems we face in terms of the CSR/sustainability agenda is a collapse in Social Capital. If Social Capital can be improved and grown (ie: if more sustainable lifestyles can be created via large-scale behaviour change) we all stand to benefit in the long term. Brand New is based on a relatively simple and self-fulfilling model. The authors present new techniques that will assist brand managers, marketers, corporate communications specialists, account handlers, agency-side communication strategists to create better dialogue and communication with their audiences (eg: by becoming involved in shared thinking). The bond that is created through this connection creates deeper trust, which in turn has a net increase in Social Capital. Not only does society benefit from the messages promoted by the brand, but the brand forms strong and lasting connections – and trust – with customers. The key elements of this book are: Thought leadership for the development of a new brand strategy that reduce costs, and is of huge durable benefit to the organization through innovative and lasting solutions to problems, as well as the tools to put the thinking into action. Tools to stimulate and nurture dialogue -> creating trust between an audience and a brand and, in a wider sense, amongst the audience itself. Methods for extending the brand message to wider audiences (eg: rather than the brand being the traditional ‘bond’ with the audience, it becomes a ‘bridge’. The authors use the analogy of bonds being the bolts in an engine (connecting specific parts), where bridges are the oil that make the whole engine work). Make brands become the engines of Social Capital -> banish unsustainable practices and create more sustainable behaviour patterns amongst consumers Case examples of what good looks like (although few organizations are getting this right)
Book Details:
- Author: Guy Champniss
- ISBN: 9781119976677
- Year Published: 2011
- Pages: 314
- BISAC: BUS000000, BUSINESS & ECONOMICS/General
About the Book and Topic:
As experts in the communications field, the idea for this book has been born from the authors’ research about the role of brands in society in general, but especially in the area of sustainability. They have discovered that the root cause of the problems we face in terms of the CSR/sustainability agenda is a collapse in Social Capital. If Social Capital can be improved and grown (ie: if more sustainable lifestyles can be created via large-scale behaviour change) we all stand to benefit in the long term. Brand New is based on a relatively simple and self-fulfilling model. The authors present new techniques that will assist brand managers, marketers, corporate communications specialists, account handlers, agency-side communication strategists to create better dialogue and communication with their audiences (eg: by becoming involved in shared thinking). The bond that is created through this connection creates deeper trust, which in turn has a net increase in Social Capital. Not only does society benefit from the messages promoted by the brand, but the brand forms strong and lasting connections – and trust – with customers. The key elements of this book are: Thought leadership for the development of a new brand strategy that reduce costs, and is of huge durable benefit to the organization through innovative and lasting solutions to problems, as well as the tools to put the thinking into action. Tools to stimulate and nurture dialogue -> creating trust between an audience and a brand and, in a wider sense, amongst the audience itself. Methods for extending the brand message to wider audiences (eg: rather than the brand being the traditional ‘bond’ with the audience, it becomes a ‘bridge’. The authors use the analogy of bonds being the bolts in an engine (connecting specific parts), where bridges are the oil that make the whole engine work). Make brands become the engines of Social Capital -> banish unsustainable practices and create more sustainable behaviour patterns amongst consumers Case examples of what good looks like (although few organizations are getting this right)
The biggest challenge for brand owners today is to gain market share, engender consumer trust and engage with customers against a backdrop of a more `interconnected, resource-constrained and constantly changing world. Consumers are demanding more from brands, expectations are widening and deepening and brands need to react to this change. Brand owners are seeking new ways of engaging with an audience and creating trust. Recent links between the green and sustainability agenda have proven fruitful for brands in their endeavour to connect successfully with consumers, and, in so doing, win customers. Equally, the fact that the marcomms community is ideally placed to be instrumental in the societal changes required for a sustainable future is not a new concept, it has been on the green/CSR/social entrepreneurship agenda for some time. But the departure from sustainability to the broader area of Social Capital has not been documented. Social capital can be described as the strength, depth, quality and frequency of interactions within society that a brand can engender, and how this can lead to the development of shared thinking, mental models which themselves create deeper trust. Societal capital is a powerful concept that has been linked to the many societal challenges we face. As social capital grows, so does the opportunity to demonstrate trustworthiness. The result is a brand that can contribute to new ways of thinking between the audience and the brand, and between the audience itself.
· The book will receive the full support of Havas, the 5th largest global communication and marketing services group in the world, including a 4000 copy buyback over three years · Based on research carried out by Havas Group across over 150 brand in 9 different markets that brings fresh data on the role of consumer trust in new products · Cutting edge thinking: Challenges contemporary communication techniques and takes the current thinking in brand management to a new level: beyond the brand communicating on transparency, detail and rigorous reporting presents a framework for a brand to engage with audiences in terms of emotion, narrative and imagination. · Practical: Provides and explains how to frameworks for implementation of the new brand management strategy · There will be a wiki component to the book in an accompanying website.
About the Author
Guy Champniss is Global Director of Business Insights and Fernando Rodes Villa is CEO of Havas, the worlds 5th largest communications group whose HQ is in Paris. With a turnover of over 14bn, Havas employs 18,000 people across a range of communications agencies, all of which are exploring the issues in the book. Fernando is also Chairman of CreaFutur (a Catalonian Think Tank very active in the sustainability area). Not only are both authors experts in this field, they are recognized commentators on the topic and have links with key industry bodies who respect their opinions and research. Their research has also been shared with key academic bodies such as London Business School, Ashridge and IESE in Spain.