You are previewing Brand Valued: How socially valued brands hold the key to a sustainable future and business success.
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Brand Valued: How socially valued brands hold the key to a sustainable future and business success

Book Description

New techniques to refresh and recharge your brands

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  • Unpublished data on the role of consumer trust in new products based on research carried out by the Havas Group across over 150 brands in nine different markets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.

Table of Contents

  1. Cover
  2. Series page
  3. Title page
  4. Copyright page
  5. Dedication
  6. ACKNOWLEDGEMENTS
  7. LIST OF FIGURES
  8. INTRODUCTION
    1. Brand Valued?
    2. Our arguments for the importance of being valued
  9. Part I: Setting the Scene – The Tangled Worlds of Brands and Social Capital
    1. Chapter 1 CONGRATULATIONS – IT’S A BEAUTIFUL BABY BRAND . . .
      1. Efficient and rational – adjectives of an era
      2. From utilitarian to hedonic – when needs explode
    2. Chapter 2 INNOCENT BYSTANDERS OR CALCULATING PROTAGONISTS?
      1. Consume! Consume! Consume!
      2. Which came first – brands or demand?
    3. Chapter 3 THE PUBLIC GETS WHAT THE PUBLIC WANTS
      1. Whatever you do, don’t panic . . .
      2. The good guys and the bad guys
      3. Devotees, Hostages and Critics
    4. CONCLUDING REMARKS
  10. Part II: The ‘Unsustainability’ of Sustainability and our Need to Understand the Era of Social Capital Rising
    1. Chapter 4 CHARGE!
      1. Once upon a time, everything happened
      2. The wisdom of crowds
      3. Symptoms and causes
    2. Chapter 5 WATER, WATER EVERYWHERE – HOW BRANDS HELP US CHOOSE
      1. Maximisers and satisficers
      2. We can’t have it all
      3. Frames
      4. Opportunity costs and trade-offs
      5. Why encouraging satisficing would be so much better – for everyone
    3. Chapter 6 IT’S BEEN EMOTIONAL
      1. Wanting versus liking
      2. Where have we ended up?
    4. CONCLUDING REMARKS
  11. Part III: The Elixir of Life – Literally. Why we Depend on Social Capital
    1. Chapter 7 THE ‘WHAT’ OF SOCIAL CAPITAL
      1. Social capital defined
      2. Forms of social capital
      3. Strands of social capital
    2. Chapter 8 TRUST – SMALL WORD, BIG IMPACT
      1. What, then, is trust?
      2. Brands and trust
    3. Chapter 9 THE ‘WHY’ OF SOCIAL CAPITAL
      1. Social capital, brands and society
      2. Internal and external audiences
      3. Education
      4. Neighborhoods
      5. Democracy
      6. Health and wellbeing
      7. Harmony and social capital
    4. CONCLUDING REMARKS
  12. Part IV: Towards Social Equity Brands, and How a Social Capital Strategy Gets us There
    1. Chapter 10 STAND UP SOCIAL EQUITY BRANDS
      1. Social Equity Trait #1: Compelling narratives
      2. Social Equity Trait #2: The power of emotion
      3. Social Equity Trait #3: From consumer to citizen (who consumes)
      4. Social Equity Trait #4: Value-in-use
      5. Social Equity Trait #5: Dialogue
      6. Social Equity Trait #6: Shared understanding
      7. Social Equity Trait #7: Balanced social capital
      8. Social Equity Trait #8: From ‘accessibility’ to ‘assessability’
      9. Social Equity Trait #9: Intrinsic trumps extrinsic
      10. Social Equity Trait #10: It’s the experience that counts
    2. Chapter 11 FROM THE 4PS TO THE 5IS: SOCIAL CAPITAL STRATEGY
      1. Interconnectedness
      2. Inclusiveness
      3. Ignition
      4. Interest
      5. Imagination
      6. Inside and out
    3. Chapter 12 APPLES TODAY, WITH ORANGES TOMORROW – MEASURING SOCIAL CAPITAL
      1. Measuring the structural component – Dialogue
      2. Measuring the cognitive component – Shared thinking
      3. Measuring the relational component – Trust
      4. The Sustainable Futures Quotient – SFQ
      5. Bringing talk, thought and trust together
      6. Social capital and brand locus
    4. CONCLUDING REMARKS
  13. Part V: Broadcast Off, Dialogue On – Invitation to Form Bonding, Bridging and Linking Capital (Apply Online)
    1. Ten brands heading towards becoming Social Equity Brands – a primer for conversation
  14. END NOTES
  15. Index